Prilosec OTC Direct Response Ad Campaign Awarded to Red

Prilosec OTC direct response ad campaign by Red features life-changing experiences in consumer testimonials during 120 and 60-second spots.

Cincinnati, Ohio (PRWEB) June 30, 2005 -- A direct-response driven advertising campaign for Prilosec OTC, the one-pill-a-day product for frequent heartburn sufferers, has begun airing on national cable television. Sixty and 120-second spots feature personal amazing experiences in consumer testimonials.

The campaign supplements general advertising utilized since a highly successful launch of the Procter & Gamble product in September 2003. In describing the benefits of Prilosec OTC, users describe the positive impact on various aspects of their life --interaction with family and friends and enjoying more foods. The commercials also depict how the product acts in shutting down many acid-producing pumps in the stomach while still leaving enough acid for digestion.

The direct response assignment was awarded to Red, Cincinnati-based marketing and production company by the Prilosec OTC brand. Said Reds CEO Anne Chambers: Our objective in the Prilosec OTC campaign is to deliver education-based messages that will create what we call 'Quality Aware Consumers-- consumers who understand the brand proposition and are believers when they approach the shopping aisle shelf."

About Prilosec OTC:

PRILOSEC OTC is the no.1 Doctor-and Pharmacist-recommended OTC acid reducer, the first and only of the latest class of OTC heartburn medicines (PPIs) that works differently from every other over-the-counter heartburn medication. Prilosec OTC is the only OTC that can work for 24 hours with one pill a day, when use as directed for 14 consecutive days, by directly shutting down many acid pumps in your stomach. In the two years since PRILOSEC OTC was launched, it has become the no.1 selling OTC heartburn medicine on the market. For more information about PRILOSEC OTC, visit www.prilosecotc.com . PRILOSEC OTC is available over-the-counter through an alliance between P&G and AstraZeneca. AstraZeneca continues to market and sell prescription PRILOSEC.

About Procter & Gamble (NYSE:PG)
Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Clairol Nice 'n Easy(R), Head & Shoulders(R), and Wella(R). The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Red:
A marketing and television production company, Red, based in Cincinnati, Ohio, is primarily focused on creating the Quality Aware Consumer, who understands and believes in the brand. A pioneer and the leader in brand response TV advertising (BRTV), Red employs longer format messages of 60 and 120-second duration that combine a brands core equities along with fundamental elements of traditional direct response television. Reds campaigns deliver exponential retail sales results for major national products. Red offers clients strategic planning, creative development, consumer insight research, production, post production and results measurement.
Note to editors.

Support for Prilosec OTC as the no.1 doctor-recommended OTC acid reducer is based on the NDC Health and NDC physician recommendation audit (April 2004-September 2004
Acid Reducer Category). Data on file.

Support for Prilosec OTC as the no. 1 Pharmacist-recommended OTC acid reducer is based on share of recommendations: Pharmacy Today 2004 OTC Survey, Acid Reducers.

Support for Prilosec OTC as the only OTC that can work for 24 hours with one pill a day by directly shutting down many acid pumps in your stomach, is based on use as directed for 14 days for treating frequent heartburn. Not for immediate relief.

Support for Prilosec OTC as the no.1 selling OTC heartburn medicine is based on dollar sales. AC Nielson FD Plus dollar share of heartburn (9/20/03 -- 11/27/04).

Contact:
Paul Spindler or Bob Grossman
Paul Spindler Company
310-286-0102

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