Glaxo "Shakes Up" Alli Ad Strategy With New Agency
This article was originally published in The Tan Sheet
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
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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 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.
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.