GSK launches new Alli spots

Share this article:
GlaxoSmithKline has launched new commercials for Alli, just in time for holiday overeating remorse.
The TV spots—a 30-second (Bread) and 15-second (Latte) spot—emphasize Alli's ability to “block about 25% of the fat you eat,” along with the importance of diet and exercise. The spots, by TBWA\Chiat\Day, are part of an integrated campaign built on Alli's “How Healthy Works” platform, with creative depicting three circular gears—an apple, a hamster-like exercise wheel and Alli capsules—all turning in unison. The campaign includes TV, print, shopper marketing, PR and other digital components, Deborah Bolding said in an email.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?