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It's a first for Prilosec OTC.

CINCINNATI--Procter & Gamble Co. has launched Prilosec OTC 'Wildberry, which it touts as the first flavor-coated 24-hour pill for treatment of frequent heartburn. It will be available in stores this month.

According to P&G, the new item delivers the same relief as original Prilosec OTC, but additionally provides a quick burst of wildberry flavor as soon as the tablet is placed in the mouth. The tablets are intended to be swallowed, not chewed.

"New Prilosec OTC Wildberry is the first innovation in the over-the-counter 24-hour frequent heartburn pill category in a decade," says Phil McWaters, brand manager for Prilosec OTC. "It offers frequent heartburn sufferers a new 'sensory experience' in their daily routine along with relief from frequent heartburn."

The launch will be supported by a marketing plan that includes TV, print and digital ads, sampling, couponing, direct mail and public relations.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Oct 15, 2012
Words:142
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