TITLE

Bristol-Myers revamps strategy for Keri lotion

AUTHOR(S)
Petrecca, Laura
PUB. DATE
August 1999
SOURCE
Advertising Age;8/23/1999, Vol. 70 Issue 35, p29
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Bristol-Myers Squibb Co. to revamp its marketing strategy for the Keri lotion as of August 1999. For years, Bristol-Myers used uniform-clad nurses to promote the therapeutic aspects of its brand. Now, it is using everyday women to promote the lotion's other qualities. The marketer also has decided to shelve the adverting of its white-bottled original Keri lotion for now, and instead promote its new light-blue-packaged Fast-Absorbing Keri. Bristol-Myers spent 6 million U.S. dollars in 1998 on advertising its original Keri brand. This year, it is expected to double that as it focuses on promoting the fast-absorbing lotion.
ACCESSION #
2193624

 

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