Whitehall-Robins: Recommended By Dr. Mom campaign
Christine MinderovicOverview
Robitussin cough and cold products have always been available as over-the-counter preparations. A campaign that began in 1975 urged consumers to "Ask Your Doctor" or "Ask Your Pharmacist," thus adhering to the gold standard in health care advertising by advocating a link between the product and a health care professional. In 1986 Robitussin changed its approach by replacing the doctors and pharmacists in its advertising with another, perhaps more involved and caring, professional, "Dr. Mom." Robitussin was actually recommended by more doctors and pharmacists than any other brand, and the new...