NEWS: Whitehall lines up Publicis to launch Advil in UK

Publicis is poised to land the UK launch of Advil, the US’s second biggest-selling branded painkiller, following the loss of its pounds 3 million Anadin account.

Publicis is poised to land the UK launch of Advil, the US’s second

biggest-selling branded painkiller, following the loss of its pounds 3

million Anadin account.



Both products are manufactured by Whitehall Laboratories and industry

sources say the company has stripped Publicis of the Anadin account to

‘clear the decks’ for Advil, a move that is consistent with Whitehall’s

policy of not having all its major brands within a single shop.



Whitehall would not say where Anadin will go but a strong contender

could be Young and Rubicam, which remains an international roster agency

despite losing the UK Anadin account to Publicis 16 months ago.



Y&R is believed to have been a candidate for the pounds 5 million-

billing Advil, which will go on sale in Britain at the end of this month

in a bid to challenge established analgesics such as Nurofen.



Michael Conroy, the Publicis FCB group chairman, declined to comment on

the loss of Anadin or say whether Advil was about to fill the gap

created by its departure.



Whitehall says the move has nothing to do with the fact that Publicis

also handles the Asda account. The company has been in dispute with the

supermarket chain since June when it delisted Anadin Paracetamol in its

battle against price controls on over-the-counter drugs.



Publicis continues to handle the creative work for BiSoDol, an over-the-

counter indigestion remedy, as well as Centrum vitamins and minerals for

Whitehall.



Although Advil is a huge brand in the US, where it is second only to

Johnson and Johnson’s Tylenol, its UK launch against well-established

products will be a difficult task for Whitehall.



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