Brand X lets a gumshoe do the selling

Can you name the brand? Each month we print part of a popular pharmaceutical product or advertisement, along with some clues to its identity. Readers are invited to name the brand for a chance to win a copy of Medicine Ave 2: The Story of Medical Advertising in America 1990-2008. Please e-mail your answer to or fax 646-638-6150. The deadline is February 29, 2012. The winner will be selected randomly from all the correct entries.

Brand X got bad news last month, a mini-PR crisis that could help some would-be users rationalize their decision to procrastinate on taking the OTC drug. The brand, a line extension of the category leader that competes with a myriad of non-prescription products and several prescription drugs, launched in 2010 and is now running cheeky ads, some with a celebratory vibe and a ‘70s funk-flavored flair. It's a small product, but as OTC brands go, takes in a pretty big haul and helps users quit a deadly behavior.
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