Consumer Marketing Briefs

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A GlaxoSmithKline-funded documentary on America's obesity epidemic will be directed by Barry Levinson, of Wag the Dog and Rain Man fame. The Academy-Award winning director and the nonprofit Creative Coalition will have complete editorial control over the film, GSK and the Creative Coalition reiterated in announcing Levinson's role at the Sundance Film Festival. GSK is sponsoring the film on behalf of its OTC weight loss brand Alli.

Lundbeck launched a web-based campaign, called “Raise Your Hand,” to generate support for people with rare diseases, and vowed to donate a dollar to the National Organization for Rare Disorders in support of research for every click its icon gets on the Rare Disease Day website.

MM&M's London sibling title, Campaign, reports that Pfizer is hearing pitches on advertising for an OTC Viagra variant the company hopes to launch in the UK in 2011. Pfizer has made previous attempts at marketing an OTC version of the drug in the UK, only to be blocked by EU regulators.

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