McGarryBowen lands consumer advertising business for Chantix

Share this article:
Pfizer moved the consumer advertising business for Chantix to McGarryBowen, ending McCann HumanCare's contract on the smoking cessation drug.

The McCann consumer shop, which has handled the Chantix account since the brand's launch, retains account duties on Pfizer's Viagra, Aricept, Detrol and Toviaz, and will continue working on Wyeth's OTC products Centrum and Caltrate, now under the Pfizer umbrella. Branded print and banner ads from McCann's Chantix campaign, featuring a tortoise and hare motif, will continue to run through the first quarter of 2009, according to Sally Beatty, director of worldwide communications at Pfizer.

The shift was first reported by AdWeek, which noted that Pfizer spent nearly $60 million marketing Chantix during the first 11 months of 2008. A Pfizer spokesperson told Adweek that McGarryBowen “presented us with very innovative ideas that we feel best meet the needs of this brand at this time.”

McCann is part of Interpublic. McGarryBowen was acquired by Tokyo-based holding company Dentsu in November. 

Chantix won FDA approval in May 2006. Consumer ads launched in September 2007, advising smokers that quitting “is not a challenge for sprinters.” Pfizer pulled the campaign the following January amid concerns about possible psychiatric side effects, but reintroduced the work, with longer 90-second TV spots, nine months later. Risk information took up about half of the lengthened spot, including a warning that patients should stop taking Chantix if they experience agitation or suicidal impulses, and the ads emphasized the brand's GetQuit support program.
Share this article:
You must be a registered member of MMM to post a comment.

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?