Alli Campaign Seeks To "Drive Behavior Change," Stresses Healthy Choices
This article was originally published in The Tan Sheet
GlaxoSmithKline's back-to-the-basics advertising for alli educates consumers about how the weight-loss drug works and the importance of healthy eating and exercise.
You may also be interested in...
GlaxoSmithKline includes the alli weight-loss brand in its planned divestment of international OTCs worth about $813 million in 2010 sales, or 10% of the firm's total Consumer Healthcare business.
GlaxoSmithKline's decision to reassign the advertising contract for its alli OTC weight-loss drug two years after the product's launch could point to a fundamental problem with the brand's message, according to Steven Brozak, an investment banker working with biotech, medical device and health care firms
Consumers using GlaxoSmithKline's alli OTC weight-loss product in actual use studies that provided the program kit experienced fewer side effects than clinical study participants who did not receive the kit, according to GSK