HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


Glaxo "Shakes Up" Alli Ad Strategy With New Agency

This article was originally published in The Tan Sheet

Executive Summary

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

You may also be interested in...

Alli Campaign Seeks To "Drive Behavior Change," Stresses Healthy Choices

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.

Celebrity Endorsers “Shine A Spotlight” But Bring Costs, Risks

Celebrity endorsers can "create an emotional bridge" between consumers and brands, among other benefits, but they also pose risks and may not be cost-effective or appropriate for OTC and supplement products.

Alli Marketing Stresses Education, With Emphasis On Minority Groups – GSK

GlaxoSmithKline’s marketing strategy for its OTC weight-loss drug alli focuses on guiding consumers, particularly African Americans and Hispanics, in deciding whether they will follow the usage protocol before they buy the first-in-class product.

Related Content





Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts