Adams Not Keen to Talk About Mucinex Marketing -- or Lobbying

Adams Respiratory Therapeutics, which markets Mucinex, has taken the OTC cough/cold category by storm, piling on the sales and rivalling Tylenol, Theraflu, etc., for dominance in the business after only 3 years on the market.

In my story for Brandweek this week, I describe how Adams' success with Mucinex can be traced in part to what Adams CEO Mike Valentino says is the company's "lobbying" of the FDA to take its generic competitors off the market. Adams has exploited a loophole in the law that allows companies to take old, unapproved OTC generics through the FDA's NDA process. With a "new" approval in hand, the FDA then shuts down generic competition.

But the company isn't keen to talk about that success with the press, I found out last week. I called Adams creative director Stephen Graff, IR rep Janet Barth and Adams' pr firm, Ruder Finn in New York, but none of them wanted to come to the phone.

Perhaps they think that if J&J, McNeil et al figure out that all they need to do is copy Adams' regulatory efforts then Mucinex will lose its monopoly on the chemical?

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Adams Respiratory Therapeutics, which markets Mucinex, has taken the OTC cough/cold category by storm, piling on the sales and rivalling Tylenol, Theraflu, etc., for dominance in the business after only 3 years on the market. In my story for Brandweek...