was a long established asthma preventer fighting a losing
battle against newer more effective drugs with bigger
advertising budgets. The only real point of advantage
for the product was that, unlike its competitors, it contained
no steroids and was approved for use with children as
young as 24 months.
These magazine ads were aimed at doctors to remind them
that Tilade is "The gentle preventer" and to
encourage them to prescribe it as the first line of treatment
for young children.