LuLu, a well-known and widely used cold remedy, is a household favorite in Japan. This medicine was launched some 70 years ago by Daiichi Sankyo Co., Ltd. (Daiichi Sankyo) predecessor company, Sankyo Co., Ltd. (Sankyo). This is the story of LuLu as it has evolved over its long history.
Lulu in 1951, when it went on sale
First introduced in 1951 shortly after the end of World War II, LuLu in tablet form was a cold remedy developed by Sankyo to treat various symptoms of the common cold that was easy for both children and adults to take. The name “LuLu” derives from the English word “lull,” meaning “to calm a storm.”
Lulu’s main active ingredient at the time, thonzylamine, had the fewest side effects, such as drowsiness and dizziness, among the antihistamines effective against colds in the U.S. Three antipyretic analgesics—aspirin, phenacetin, and caffeine—were also added to the composition.
In the 1950s, household medications were usually in liquid or powder form, and people were forced to “endure the bitter taste” while taking them. In contrast, LuLu was the first non-prescription, over-the-counter (OTC) medicine to combine multiple active ingredients into a single, sugar-coated, easy-to-swallow tablet.
LuLu becomes the leading cold medicine due to research and improvements made over time
LuLu gained a reputation as a cold remedy unlike traditional aspirin and sulfa drugs, and its sales increased. Subsequent research and improvements have continued, and new and improved products were repeatedly introduced to the market.
For example, in 1956, “Kyoryoku (extra strength) LuLu” was launched, with ingredients effective against secondary symptoms; and in 1960, “Kyoryoku (extra strength) LuLu Ace” was launched, with an enhanced vitamin formula that aided in the recovery of reduced physical strength.
In the 1980s, when the Cold Remedy Manufacturing Approval Standards were established in Japan, which placed a greater emphasis on safety and efficacy, Sankyo responded by further improving its formulations.
In 1986, Sankyo launched “Shin (new) LuLu A Tablets,” which contained two “non-standard ingredients” (at the time) with proven efficacy and safety that differed from the approved ingredients for OTC drugs and demonstrated superior efficacy.
In these ways, Lulu has evolved over its history in response to changing times and lifestyles to become a regularly used household medicine that supports health in the familiar environment of daily life.
“Three Sneezes, Three LuLu Tablets”—memorable TV commercials and a catchy slogan
LuLu’s popularity was fueled, in part, by high-impact TV commercials and newspaper advertisements.
The TV commercials featured personalities popular with each generation, and in 1957, the memorable slogan “Three sneezes, three LuLu tablets” was coined to help the product reach even more households.
At the same time, in print advertising, LuLu led the pharmaceutical industry in terms of publicity, winning the pharmaceutical category award in newspaper advertising at a prominent advertising award ceremony for four consecutive years from 1959 to 1962.
Through repeated quality improvements over the course of its history, LuLu has won the support of many people. To this day, Daiichi Sankyo Healthcare, the Daiichi Sankyo group company in Japan which has taken over the production and sales of LuLu, continues to conduct passionate research to provide improved products that can be used by consumers in Japan with confidence.