Zantac® Launches Innovative Integrated Marketing Campaign to Educate Consumers on Heartburn Relief

RIDGEFIELD, Conn., Sept. 9, 2013 /PRNewswire/ -- Zantac®, a trusted name in heartburn relief and the #1 doctor recommended over-the-counter H2-blocker, today announced the introduction of Captain Zantac™, the new face of Boehringer Ingelheim Consumer Health Care's ZANTAC brand. Captain Zantac, a miniature animated fire captain, and his firefighter crew will help heartburn sufferers everywhere find solutions that leave them relieved and satisfied.

(Photo: http://photos.prnewswire.com/prnh/20130909/NY75468 )

Captain Zantac is part of a powerful new 360-degree brand equity campaign that includes national television advertising and other high-profile promotional materials in print, online and at retail.

"This is an exciting new chapter in the evolution of the ZANTAC brand," said Ross Ullman, Executive Director of Marketing, Boehringer Ingelheim Consumer Health Care.  "The introduction of an iconic ZANTAC character serves as a persuasive and memorable platform to cut through the heartburn advertising clutter and educate consumers on which heartburn solutions are really right for them.  Our objective with this campaign is to help heartburn sufferers understand that not all heartburn medicines are the same – ZANTAC rushes relief in as little as 30 minutes."

Captain Zantac is the only current animated character in the over-the-counter heartburn medication category.  As a computer graphic animation, Captain Zantac and his firefighter crew blend seamlessly with live action for a unique visual experience that Boehringer Ingelheim Consumer Health Care anticipates will have a long-lasting equity effect in the category. The new television commercial can be viewed at https://www.zantacotc.com/heartburn-remedies.html.

Captain Zantac and the new TV commercial were developed in conjunction with Jomo LLC, an independent agency with extensive experience in consumer healthcare marketing, and Aardman Animations, a world leader in animation that has produced award-winning feature films, television series, television commercials and digital entertainment.

About Zantac®   
ZANTAC products of Boehringer Ingelheim Pharmaceuticals, Inc., have been a trusted name in heartburn relief for more than two decades. According to IRI, ZANTAC has experienced a 4.8% growth rate in the latest 52 weeks ending July 14, 2013, and has a 6.6% market share in the heartburn category, continuing to make it a top player.

ZANTAC products work fast to prevent and relieve heartburn associated with acid indigestion and sour stomach. ZANTAC begins to work in as little as 30 minutes and provides heartburn relief for up to 12 hours, day or night.* For more information on the #1 doctor-recommended over-the-counter H2 brand, visit www.zantacotc.com.

About Boehringer Ingelheim Consumer Health Care   
Boehringer Ingelheim Pharmaceuticals, Inc., based in Ridgefield, CT, is the largest U.S. subsidiary of Boehringer Ingelheim Corporation (Ridgefield, CT) and a member of the Boehringer Ingelheim group of companies.

The Boehringer Ingelheim group is one of the world's 20 leading pharmaceutical companies. Headquartered in Ingelheim, Germany, it operates globally with 140 affiliates and more than 46,000 employees. Since it was founded in 1885, the family-owned company has been committed to researching, developing, manufacturing and marketing novel medications of high therapeutic value for human and veterinary medicine.

Social responsibility is a central element of Boehringer Ingelheim's culture. Involvement in social projects, caring for employees and their families, and providing equal opportunities for all employees form the foundation of the global operations. Mutual cooperation and respect, as well as environmental protection and sustainability are intrinsic factors in all of Boehringer Ingelheim's endeavors.

In 2012, Boehringer Ingelheim achieved net sales of about $19.1 billion (14.7 billion euro). R&D expenditure in the business area Prescription Medicines corresponds to 22.5% of its net sales.

For more information please visit www.us.boehringer-ingelheim.com.

^*Clinically proven to relieve heartburn in 30 to 60 minutes and lasts up to 12 hours.

SOURCE Boehringer Ingelheim Pharmaceuticals, Inc.