HEALTH

Pfizer Consumer Healthcare promotes Children’s Advil with new campaign

BY Michael Johnsen

MADISON, N.J. — Pfizer Consumer Healthcare on Tuesday launched a new consumer promotion campaign featuring television actress Angie Harmon in support of its Children’s Advil brand.

The campaign incorporates a “Relieve My Fever” contest that invites parents and their kids to sing the Children’s Advil rendition of the classic song “Fever” for a chance to win $15,000. The kid-friendly version of the song tells the story of mommy fighting her little one’s fever and making her child feel better. As part of the contest, Pfizer Consumer will donate $5 for every entry submitted and $1 for every vote cast to Children’s Miracle Network Hospitals.

“As a mom of three young children, I know firsthand that fevers can sometimes get in the way of childhood fun,” stated Harmon. “The ‘Relieve My Fever’ contest gives parents and kids a chance to have some fun together for a good cause.”

To enter, parents can visit RelieveMyFever.com for easy-to-follow instructions, lyrics, music and a sample video that will help them create and submit their own video performance.

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Study: Daily aspirin use may reduce cancer-related deaths

BY Allison Cerra

LONDON — Daily aspirin use may curb cancer-related deaths, according to a new study published in The Lancet.

The study, led by Peter Rothwell of the University of Oxford and colleagues, analyzed data from eight eligible trials — which typically lasted about four years — and included more than 25,000 subjects. Among them, 674 died from cancer.

The researchers found that those who consumed 75 mg of aspirin per day cut their risk of dying from certain cancers by 20%, and found that the prolonged use of aspirin would continue to reduce the death risk of cancer patients. "These findings have implications for guidelines on use of aspirin and for understanding of carcinogenesis and its susceptibility to drug intervention," the study authors said.

But while these conclusions certainly are worth noting, only one-third of the subjects were women, and since the trials on average only lasted four years, the benefits of aspirin consumption may not be properly measured. Additionally, aspirin touts its own risks, including strokes and other complications.

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Front-end focus: OTC gets in on the ‘Action’

BY Michael Johnsen


The phrase coined by Sam Walton — “Stack ’em high and let ’em fly!” — is reverberating throughout Walmart again.


The retailer’s back-to-basics strategy is good news for OTC suppliers, because going back to basics at Walmart also means going back to a broader product selection. Between the resumption of Action Alley and a recommitment to assortment, Walmart already has grown its carrying inventory by 4%, and the company plans to grow its inventory at a rate of half the 
expected sales lift.


Reverting to Action Alley could spark pantry-loading of the medicine cabinet again. Today, 58% of consumers only purchase an OTC medication when there’s a need, according to a recent SymphonyIRI Group survey. More importantly for Walmart, Action Alley might help reverse the slight decline in OTC dollars and units — Walmart OTC sales were down 0.1% and units were down 2.1% in 2010 versus 2009, SymphonyIRI Group reported.


Action Alley also affords Walmart a ready vehicle to showcase new product launches. “From a supplier’s perspective, you can get your product out there and get market share and trial and penetration much faster through our system than you can anywhere else,” Bill Simon, Walmart U.S. president and CEO, told analysts earlier this year.

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