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January 6, 2003

- 50th Anniversary of VICKS ' Arrival in Japan -
Taisho to Start Direct Distribution of "VICKS Medicated Drops



Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) will begin distributing " VICKS Medicated Drops" on a direct basis from January this year.

Taisho first began distributing " VICKS Medicated Drops", through wholesalers, on July 1, 2002, following the conclusion of an agreement with the Procter & Gamble Company (P&G; Headquarters: United States) on May 14.


" VICKS Medicated Drops" first arrived in Japan 50 years ago, in 1953, and Taisho's commencement of direct distribution coincides with this important anniversary.
By distributing the product directly through its own sales network, Taisho aims to strengthen in-store sales promotion activities and achieve further sales growth.
A survey conducted by Taisho Pharmaceutical shows that the product enjoys wide support among users for its perceived effectiveness, many respondents saying they find " VICKS Medicated Drops" are "very effective in relieving throat pain" and offer "reliable action".


VICKS has been one of the top brands in the Japanese OTC drug market for 50 years, and Taisho believes the addition of the VICKS name to its lineup will further strengthen its Self-Medication business. The company aims to achieve sales of ¥2.0 billion in VICKS brand products this year.


Product specification
Product name VICKS Medicated Drops
Features This bactericidal sore throat remedy in lozenge form helps to relieve throat pain, hoarseness and soreness, among other symptoms.
Flavors Available in 4 flavors: Regular, Lemon, Orange, and Cherry
Packaging 20 lozenges (4 packs of 5 lozenges)
Suggested retail price ¥400 (not including tax)
History
1931: Launched in the United States as "Cough Drops"
1953: Introduced to Japan by Hankyu Kyoei Bussan Co., Ltd.
1994: Name changed to " VICKS Medicated Drops"