• November 30, 2010

With the children's cold medicine market in turmoil -- as leader J&J has spent a year in recall hell -- Prestige Brands is hoping to grab share for its PediaCare brand. The company is launching a push for its line of OTC medicines for kids with TV ads that focus not on moms pouring meds but on happy toddlers.

The ads have a handheld camera motif meant to evoke home movies, albeit high-end movies. "We were on-air with these compelling spots just two weeks after acquiring this line. It is our plan to reach consumers now, at the beginning of the cough/cold season when parents are most in need of remedies for their children's ailments," said Tim Connors, CMO for Prestige Brands Holdings, Inc. "We are fully committed to support and invest in PediaCare as a key brand in the Prestige portfolio," he said.

The TV spots were directed by John Budion, known for -- among other things -- his work with the E*Trade babies.