Novartis takes on Tylenol with Triaminic giveaway

Novartis said this week it planned to give away 250,000 bottles of its Triaminic children's pain reliever "to help parents restock their medicine cabinets with a reliable option."

Novartis said this week it planned to give away 250,000 bottles of its Triaminic children's pain reliever "to help parents restock their medicine cabinets with a reliable option."

Triaminic Fever Reducer Pain Reliever contains acetaminophen, which is also found in Tylenol, the Johnson & Johnson brand that has dealt with widely publicized recalls of several of its children's products due to manufacturing problems at three of its plants.

The New York Times writes: "Now Novartis is hoping to build brand loyalty with its new children's fever and pain relief syrup. The company was developing a fever product before the Tylenol recall. But the company sped up the introduction of its product to fill a void in the marketplace, a company spokeswoman said."

Novartis said in an e-mailed statement that Triaminic is the only branded OTC children's liquid acetaminophen product currently available in the US market and that it is targeting parents, pediatricians, and pharmacists about the giveaway. Ruder Finn confirmed it is providing PR support for the effort.

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