Upper Respiratory

ALKA-SELTZER PLUS® “Nothing is proven faster or stronger.”

Alka-Seltzer Plus is a textbook example of a highly-successful brand extension. Nearly forty years after the launch of Alka-Seltzer, marketers took the effervescent form of the base brand and made it a differentiable, ownable "reason to believe" for the speed and efficacy of an effervescent cold medicine in the Upper Respiratory Category. Unlike cold pills that take time to dissolve, Alka-Seltzer Plus is ready to go to work the instant you take it because it rushes medicine to break up the worst cold symptoms fast. This positioning drew from the equity of the base Alka-Seltzer brand, but also contributed back to it by reinforcing the high-efficacy and fast-acting positioning.

Alka-Seltzer Plus further leveraged its highly-efficacious form by launching liqui-gels in 1994, offering the consumer added convenience while linking back to its liquid heritage. Recent growth has been generated by helping consumers address their specific symptoms with a wide variety of cough, cold, sinus and flu products.

For more information on Alka-Seltzer Plus, go to www.alkaseltzerplus.com.



ALEVE® COLD & SINUS & ALEVE® SINUS & HEADACHE "One Pill. All Day Relief."

Aleve’s strong brand power and positioning in the Analgesic Category enabled it to expand into the OTC Upper Respiratory Category. In 2000, Bayer Consumer Care was granted New Drug Application (NDA) approval by the FDA for Aleve Cold & Sinus, which combined naproxen sodium with an extended release nasal decongestant for all-day relief of nasal congestion and sinus pressure, plus headache and body aches. Bayer Consumer Care launched Aleve Cold & Sinus with an integrated advertising and promotion campaign, which was selected as the best new product launch of 2000 by Drug Store News.

In 2001, the success of Aleve Cold & Sinus allowed the brand to successfully extend into the sinus arena, with the launch of Aleve Sinus & Headache. Sinus & Headache has fueled significant franchise growth, and has repeated the success of Aleve Cold & Sinus by being selected as the best new product launch of 2001 by Drug Store News.

Only Aleve Upper Respiratory products provide effective all day relief from sinus pressure, nasal congestion, and pain with just one pill.

For more information on Aleve Upper Respiratory products, go to www.aleve.com.



NEO-SYNEPHRINE® & BRONKAID®

Neo-Synephrine and Bronkaid contribute to Bayer Consumer Care’s presence in the Upper Respiratory Category.

Neo-Synephrine provides fast relief of nasal congestion due to colds, allergies or sinusitis. It offers a unique alternative to cough/cold medicines such as tablets and liquids that are swallowed, by going directly to the source to relieve nasal congestion and dryness

Bronkaid provides temporary relief of shortness of breath, tightness in the chest, wheezing and cough associated with bronchial asthma.

For more information on Neo-Synepherine & Bronkaid, go to www.bayercare.com.