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STERLING WINTHROP'S U.S. CONSUMER HEALTH PRODUCTS DIVISION -- STERLING HEALTH -- LAUNCHES NEW BAYER SELECT; SYMPTOM-SPECIFIC NON-ASPIRIN LINE

STERLING WINTHROP'S U.S. CONSUMER HEALTH PRODUCTS DIVISION -- STERLING

HEALTH -- LAUNCHES NEW BAYER SELECT; SYMPTOM-SPECIFIC NON-ASPIRIN LINE
 NEW YORK, Sept. 2 /PRNewswire/ -- Sterling Winthrop Inc.'s U.S. consumer health products division, Sterling Health, today announced the introduction of BAYER(R) Select(TM), a complete line of symptom-specific non-aspirin analgesics. BAYER Select will begin shipping to the trade on Sept. 28.
 "BAYER Select is the first full line of symptom-specific, maximum strength non-aspirin products that address the consumer's desire for specific products that relieve their specific pain," said Doug Meyer, president, Sterling Health (USA). "Bayer Select provides Americans with a simple way to select the best product by focusing on symptoms rather than ingredients. It is exactly what's right for exactly what's wrong."
 Consumer research showed that people are confused about non-aspirin products and don't clearly understand the benefits associated with the different ingredients. Consumers also believe that "all pain is not the same" and want specific products that provide relief for their specific pain and symptoms.
 "Bayer Select brings clarity to the analgesics category and will allow Sterling Health to expand the powerful Bayer brand name into a full line of analgesics. The trust and excellence associated with the Bayer aspirin name will provide a strong foundation upon which to expand into the non-aspirin category," Meyer added.
 The Product Line
 The BAYER Select product line includes:
 -- BAYER Select Headache Pain Relief Formula, to provide highly effective aspirin-free headache pain relief;
 -- BAYER Select Pain Relief Formula, an ibuprofen formula ideal for the relief of the minor aches and pains of arthritis, and other body pains;
 -- BAYER Select Night Time Pain Relief Formula, designed to meet increasing demand for relief of night time pain with sleeplessness;
 -- BAYER Select Menstrual Multi-Symptom Formula, which is proven effective in relieving painful cramps, bloating and other aches associated with menstruation;
 -- BAYER Select Sinus Pain Relief Formula, a non-aspirin pain reliever and an effective decongestant that does not cause drowsiness.
 All products are maximum strength and come in easy-to-swallow caplet form.
 Advertising and Promotion
 BAYER Select will be supported by an introductory advertising and promotion budget of $116 million, the largest introduction in Sterling Health history. Advertising spending at introduction is greater than any other in analgesics category history. Breakthrough television advertising is scheduled to begin airing in December 1992. Almost a billion coupons will be distributed to consumers in the first nine months. A program to promote the Bayer Select line to the medical community is also planned.
 Packaging
 A distinctive photographic, stylized icon, or symbol, clearly identifies the specific pain symptom. Additionally, each member of the line will have end-panel color coding to further help differentiate the products. All packaging uses a consistent silver background with a blue Bayer product shield and the name "Select" in gold.
 Sterling Health, the U.S. consumer health products division of Sterling Winthrop Inc., is noted for other leading brand names such as Midol(R) pain relievers, Phillips'(R) milk of magnesia, Stri-Dex(R) acne pads, Dairy Ease(TM) nutritional supplement for lactose intolerance, Campho-Phenique(R) antiseptic and Neo-Synephrine(R) nasal decongestant.
 Sterling Winthrop Inc., headquartered in New York City, is a worldwide developer, manufacturer and marketer of pharmaceuticals and consumer health products.
 -0- 9/2/92
 /CONTACT: Terry G. Kelley, 212-907-3009, or David M. Marcou, 212-907-2672, both of Sterling Winthrop Inc. CO: Sterling Winthrop Inc. ST: New York IN: HEA SU: PDT


TS-OS -- NY036 -- 6164 09/02/92 18:30 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Sep 2, 1992
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