Mystery Rozerem ads earn brand infamy

Share this article:
Rozerem reminder ad.
Rozerem reminder ad.

Takeda's Rozerem took top honors in a UK consumer advocacy group's International Bad Product Awards.

London-based Consumers International, which bills itself as a global federation of consumer groups, named the sleeping pill as its worst of the worst on the merits of a 10-second TV reminder ad hawking the drug for school children which ran in September 2006.

The sketchy spot, unrelated to the brand's surreal main “Your Dreams Miss You” campaign, aired only about four times on MSNBC and was disavowed by Takeda and its advertising agencies after an FDA rebuke. Rozerem is not indicated for pediatric use, the spot was not submitted to FDA for vetting and TV reminder ads are a no-no under PhRMA DTC guidelines. Takeda Pharmaceuticals North America is an international affiliate of PhRMA, though the company was not a signatory to those guidelines.

Consumers International said in a release: “This case demonstrates the lengths to which some drug companies will go to increase sales of their products, how direct-to-consumer advertising can promote irrational drug use, and how weak regulation can foster irresponsible corporate behavior.” 

Runners-up included Coca-Cola, for Dasani (“Repackaging tap water”), Kellogg's (“Advertising junk food to kids”) and Mattel, for its handling of a toy recall.

Share this article:

Email Newsletters

More in News

Sanofi tightens PCSK9 race, exceeds Q2 expectations

Sanofi tightens PCSK9 race, exceeds Q2 expectations

Sanofi and partner Regeneron attached a $67.5-million priority review voucher to their experimental cholesterol drug alirocumab, making for a tighter race with Amgen.

HHS shows how diabetes adds up

HHS shows how diabetes adds up

A 2005-to-2010 survey shows diabetics 65-and-up juggle at least four co-morbid conditions and five medications for them.

AstraZenca beefs up respiratory portfolio

AstraZenca beefs up respiratory portfolio

AstraZeneca has made an $875-million move to beef up its respiratory pipeline by making Almirall's lineup its own.