Prevacid OTC switch gets $200 million launch effort

Share this article:
Prevacid OTC switch gets $200 million launch effort
Prevacid OTC switch gets $200 million launch effort
Novartis Consumer Health launched OTC Prevacid with a $200 million marketing campaign featuring the tagline: “When you've had it with heartburn.”

Prevacid 24HR, as the OTC version is known, still bears the pink and teal colors of its prescription predecessor. Ads focusing on sufferers' “moment of decision”—in the spot pictured, a first date with Mr. Right marred by heartburn -- are by Deutsch. Tribal DDB is handling digital and social media, including branded (www.Prevacid24HR.com) and unbranded (www.heartburnactionplan.com) sites, and Ruder Finn is handling PR for the brand.

The drug will compete with Procter & Gamble's OTC Prilosec as well as prescription drugs like AstraZeneca's Nexium and Eisai/PriCara drug AcipHex, among others.

P&G retaliated with its announcement that it is partnering with football great John Madden for the Madden Most Valuable Protectors Award, recognizing top offensive linemen. The award will be presented during the week of Super Bowl XLIV in Miami.

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

More in News

Five things for Pharma Marketers to know: Friday, August 29

Five things for Pharma Marketers to know: Friday, ...

Takeda closes out a good-news, bad-news kind of week, AstraZeneca adds a new clinical trial for its experimental PD-1, and researchers link a funeral to the Ebola outbreak.

Amgen sends PCSK9 to FDA

Amgen sends PCSK9 to FDA

Evolocumab holds the FDA's first filed biologics license application for the class.

Consultants expect M&A tempo to continue

Consultants expect M&A tempo to continue

PwC anticipates that divestitures will fuel late-2014 deals, but notes that the noise around early deals and the financials don't fully match up.