Allergan awarded Pacific
Communications the DTC assignment for its
severe axillary hyperhidrosis (severe underarm sweating) indication on Botox following a competitive pitch.The campaign, featuring print ads in women's magazines as
well as patient brochures and in-office materials, will target young
professional women, emphasizing expanded wardrobe possibilities when underarm
sweating is brought under control. Pacific Communications already handles professional
advertising for the brand, but DTC has traditionally been tasked to big
consumer shops. The Costa Mesa, CA, agency first launched Botox as Allergan's
in-house shop but was spun off in 1993 and lost the business before regaining
professional advertising for the brand in 2004.FDA approved the hyperhidrosis indication in July 2004 on
the strength of two clinical trials involving more than 600 adults. One study
showed that 91% of adults receiving Botox halved their sweating, while only a
third of those receiving a placebo showed similar improvement. Botox (Botulinum Toxin Type A) was first approved in 1989 to
treat two eye muscle disorders but has since expanded into numerous other
medical and cosmetic indications.