Lamisil

In the next wave of Rx-to-over-the-counter product switches, Novartis is prepping a $20 million ad campaign for Lamisil AT athlete's foot and jock itch creams, while Johnson & Johnson/McNeil is spending $10-15 million to herald the arrival of its long-awaited OTC Nizoral dandruff shampoo.

Nizoral TV spots will break May 17, likely talking up Nizoral's Rx strength plus gentleness. J&J/ McNeil will drop a national full page FSI on May 23 for $1, and another $1 half-page on Oct. 24. The product in blue-to-white graded package (right) designed by The Coleman Group, N.Y., will ship at the end of April.

"We wanted to create an image that would clearly represent Nizoral's efficacy, without making it seem too medicinal" said Jonathan Asher, managing partner at design shop The Coleman Group.

Touting Lamisil as the biggest advancement in OTC antifungal treatments in 20 years, Novartis' ads, via Grey, N.Y., will likely boast its ability to treat athletes foot in one week compared to the competition, which take up to four weeks. TV airing on primetime network, cable and sports programming breaks in May, with print in men's monthlies starting in June.

According to Novartis, Rx Lamisil is the most widely prescribed athlete's foot medication by doctors, and a campaign targeting healthcare professionals is already underway to make it the most widely recommended.

"At one time or another, 75% of the population will get athletes foot, and a third of them don't treat it with over the counter medications," said Phil Kantor, senior brand manager.

A buyer at one major drug chain said since Lamisil is likely to eat into shares of Lotrimin, Tinactin and Novartis' own Desenex in the $280 million category. Novartis will gird Desenex with updated packaging, fewer SKUs and an estimated $10 million in TV support starting mid-April. "Each brand will be marketed separately and has its own distinct markets," Kantor said.

Lamisil will also have a jock itch formulation. Novartis will offer a $4 mail-in-rebate on-pack and deliver 135 million coupons, including a $1 national FSI dropping in May.

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