NOVARTIS: PREVACID lanzamiento USA

By JEANNE WHALEN

Novartis AG will try to muscle into a crowded market for over-the-counter heartburn drugs this week by launching its new pill, Prevacid 24HR, with the backing of the pharmaceutical giant's largest-ever OTC ad campaign.

The $200 million blitz, anchored by TV spots that begin airing Thursday, will combat the fact that there are already a lot of heartburn products on drugstore shelves. Chief among the competitors is Prilosec OTC, a Procter & Gamble Co. treatment that works in a similar fashion to Prevacid. There are also numerous private-label knockoffs of Prilosec OTC, which have sparked a pricing war in the heartburn segment.

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TV ads starting Thursday show people with heartburn unable to enjoy themselves while out on the town. In one spot, a woman on a date looks uncomfortable and distracted at the restaurant table. In another, a man in a comedy club is heckled by the comedian when his heartburn forces him to get up and walk out. "Prevacid 24HR: When you've had it with heartburn," the ads say.

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The Prevacid 24HR campaign, created by Interpublic Group's Deutsch, also includes print, outdoor and Internet ads. In the first days of the launch, some retailers will be decorated with the brand's pink and teal colors. (Ver...)