Procter & Gamble Launches First Flavored 24-Hour Frequent Heartburn Pill

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Procter & Gamble Launches First Flavored 24-Hour Frequent Heartburn Pill

New Prilosec OTC ®Wildberry Gives Frequent Heartburn Sufferers Relief with a Burst of Wildberry Flavor

CINCINNATI--(BUSINESS WIRE)-- Procter & Gamble announced today the launch of new Prilosec OTC Wildberry, the first flavor-coated 24-hour pill for the treatment of frequent heartburn. New Prilosec OTC Wildberry offers the same frequent heartburn relief as the #1 Doctor Recommended original Prilosec OTC, now with a special coating that gives you a burst of wildberry flavor.


New Prilosec OTC Wildberry, which is designed to be swallowed and not chewed, has a quick-hitting, burst of wildberry flavor that triggers as soon as the tablet is placed in the mouth. The product began shipping to retailers this week and will be available in stores nationwide next month.

"New Prilosec OTC Wildberry is the first innovation in the over the counter 24-hour frequent heartburn pill category in a decade," said Phil McWaters, Brand Manager, Prilosec OTC for Procter & Gamble. "It offers frequent heartburn sufferers a new "sensory experience" in their daily routine along with relief from frequent heartburn."

Flavored heartburn remedies have been available for consumers in other products such as antacids and H2s but never in PPIs. Procter & Gamble developed a proprietary process for Prilosec OTC Wildberry that coats the swallowable pill to create the burst of wildberry flavor sensation. Prilosec OTC Wildberry is a new flavorful treatment option for all frequent heartburn sufferers who take original Prilosec OTC or other heartburn remedies, including PPIs, antacids or H2 blockers.

Procter & Gamble will launch Prilosec OTC Wildberry this fall with a robust marketing plan which includes television, print and digital advertising, public relations, sampling, couponing and direct mail. The marketing campaign will continue to feature comedian Larry the Cable Guy, who has acted as a Prilosec OTC spokesperson since last year.

An estimated 50 million people in the U.S. suffer from frequent heartburn, characterized by experiencing heartburn symptoms two or more days per week. Like original Prilosec OTC, new Prilosec OTC Wildberry treats frequent heartburn for a full 24 hours with one pill each morning.**

About NEW PRILOSEC OTC WILDBERRY

NEW PRILOSEC OTC WILDBERRY is the new flavor-coated version of the #1 Doctor recommended and #1 Pharmacist recommended OTC acid reducer for the treatment of frequent heartburn. PRILOSEC OTC is the #1 selling OTC heartburn medicine* on the market, and now with one flavorful pill each morning, you can get 24 hours of zero heartburn. For more information about PRILOSEC OTC WILDBERRY, visit www.prilosecotc.com. PRILOSEC OTC WILDBERRY is available over-the-counter through an alliance between P&G and AstraZeneca.

† Source Healthcare Analytics: OTC Acid Reducer Category, through June 2012.

‡ Based on Pharmacy Times 2012 Survey.

* P&G calculation based in part on dollars sold reported by The Nielsen Company in the US market for the Stomach Remedies Category for the 12 month period ending the week of January 14, 2012.

** Do not take for more than 14 days or for more than once every 4 months unless directed by a doctor. May take 1 to 4 days for full effect. Not for immediate relief

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.



MSLGROUP
Katie Burton, 646-500-7837
katie.burton@mslgroup.com

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