Bayer Relates Feeling ‘Sexy’ To Quick Relief For Allergies In Astepro Allergy Ad Campaign
Marketer Also Fights ANDAs For Generic Copies With Three Patent Litigation Complaints
Campaign featuring actress Meghann Fahy says "allergy sufferers can relieve their allergy symptoms and be more spontaneous in their romantic pursuits.” Ads launch two months after FDA granted tentative approval for two ANDAs for generic equivalents, indicating approval could come pending resolution of patent litigation.
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Major Europe-based consumer health players Reckitt, Haleon, Sanofi and Bayer feature in this sales and earnings preview, which highlights what to look out for as these four firms report their Q1 2023 results over the coming weeks.
The US OTC launch of reclassified nasal spray Astepro Allergy, in combination with “continuously elevated cold incidence rates,” helped to drive up Bayer's Consumer Health sales at a double-digit rate in Q3.
Astepro Allergy’s attributes include being the first steroid-free, antihistamine nasal spray for allergies available OTC in the US and the first indicated for indoor and outdoor allergy relief. An attribute yet to be determined will have most influence on revenue boost for Bayer: three-year market exclusivity.