Bristol-Myers revamps strategy for Keri lotion

Petrecca, Laura
August 1999
Advertising Age;8/23/1999, Vol. 70 Issue 35, p29
Trade Publication
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.


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