HEALTH

Actor Ken Jeong tapped for Pepto-Bismol ads

BY Michael Johnsen

CINCINNATI — Procter & Gamble on Wednesday announced the launch of a national TV spot and Web videos starring actor Ken Jeong in support of its stomach remedy Pepto-Bismol.

"Under-indulgent tummies are as dead as a condemned disco club," stated Ken Jeong, an actor known for his roles in "The Hangover," "Knocked Up" and NBC’s "Community." "Enjoying your holiday parties includes enjoying various meats and treats. Normal indulging is fine, and if you occasionally overdo it, Pepto has you covered," Jeong added.

To view the Web videos that feature Ken Jeong’s advice, go to the Pepto-Bismol Facebook page at Facebook.com/PeptoBismol.

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VIA Group, Prestige unveil PediaCare videos

BY Michael Johnsen

PORTLAND, Maine — The VIA Group announced Tuesday that it has partnered with Prestige Brands Holdings to launch an integrated campaign for the pediatric over-the-counter line PediaCare.

The campaign will employ a “cinema verite” style, capturing parent-child moments in a way that is reminiscent of a home movie shot by a mom or dad. “We were on-air with these compelling spots just two weeks after acquiring this line,” stated Tim Connors, chief marketing officer for Prestige Brands Holdings. “It is our plan to reach consumers now, at the beginning of the cough-cold season when parents are most in need of remedies for their children’s ailments. We are fully committed to support and invest in PediaCare as a key brand in the Prestige portfolio.”

One spot features a baby who has overcome a fever, while another features a pre-adolescent girl whose condition and mood have improved.

The TV spots were directed by John Budion, known for his work with the E*TRADE babies.

“We’re proud to launch our first campaign for Prestige Brands,” stated John Coleman, VIA’s CEO. “It’s a privilege to work with a client who encourages us to push boundaries and do work that is unique to the category. This campaign does just that while providing moments of joy that will resonate with any parent.”

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Caltrate Soft Chews hit retail

BY Michael Johnsen

MADISON, N.J. — On the same day that the Institute of Medicine increased the daily recommended intake of vitamin D to maintain bone health, Pfizer Consumer Healthcare Tuesday announced the launch of Caltrate Soft Chews, which incorporate the higher daily recommended vitamin D goals.

Specifically, the new guidelines issued by IOM suggested that the daily vitamin D intake recommendation for adults up to 70 years of age increase from 200-400 IUs to 600 IUs, and that the vitamin D intake recommendation for adults 71 years and older increase from 600 IUs to up to 800 IUs.

“Getting recommended amounts of calcium and vitamin D each day from food alone can be a struggle,” noted Tiffany McLaud, dietary supplements franchise lead at Pfizer Consumer. “In fact, 1-in-4 women is at risk for osteoporosis,” she said. “We are excited to offer soft chews as part of the Caltrate family. It’s a delicious, new and a convenient way to help get the daily calcium and vitamin D needed to keep moving.”

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