This Painkiller Gives Rivals A Headache

FIREWORKS WERE EXPECTED when Procter & Gamble's new Aleve muscled into the $2.6 billion painkiller market. No one was disappointed. Aleve, an over-the-counter version of prescription drug Anaprox, was rolled out in June with TV ads claiming it lasts longer than market leader Tylenol and, by implication, other remedies. Since its debut, according to independent data made public by P&G, Aleve had powered into a tie with Excedrin for third place among brand names (chart).

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