Simply Sleep

New OTC sleep aid "from the makers of Tylenol PM" contains 25 mg diphenhydramine per caplet, the same ingredient and dosage level as in Tylenol PM but without the 500 mg acetaminophen. TV ads for the product say: "While some folks couldn't sleep...", showing a restless man in a bathrobe in front of a TV, presumably in the wee hours of the morning. The shot then shifts to the house next door where a woman is sleeping comfortably. The ad continues:"...you were peacefully sleeping, thanks to new Simply Sleep from the makers of Tylenol PM. It's non-habit forming and eases you into a restful night's sleep. New Simply Sleep." The ad includes a product shot of Simply Sleep's night blue box with a half moon design and corner banner "New." The phrase "from the makers of Tylenol PM" is similar in context to that used by the Clear Passage nasal strips from the makers of Afrin (Schering-Plough) ("The Tan Sheet" July 20, 1998, p. 2). McNeil Consumer Healthcare began shipping Simply Sleep in February. The sleep aid comes in two SKUs, a 24-count for $3.99-$4.29 suggested retail price and a 48-count for $6.19-$6.99