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Article: Expanding Airborne doubles spending; With rollout of sleep aid, drug maker's marketing budget hits $30 million.(News)
- Article from:
- Advertising Age
- Article date:
- October 23, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MYA FRAZIER
mfrazier@crain.com
now that it's stolen the No. 1 spot in the cold, allergy and sinus tablets category from venerable brands such as Sudafed and Benadryl, upstart Airborne is gunning to do the same thing in sleep aids.
A sleep-aid line extension from the folksy cold-prevention brand invented by a schoolteacher is one of two Airborne-branded products hitting retail shelves this fall. To back the launches, Airborne is doubling advertising spending to $30 million over the next year via a multimedia campaign from Ten United, Columbus, Ohio.
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