Migraines, money meet at ATM in Imitrex push

Goetzl, David; Krol, Carol
March 1999
Advertising Age;3/22/1999, Vol. 70 Issue 12, p8
Trade Publication
This article provides information on the advertising strategy being experimented by pharmaceutical company Glaxo Wellcome in 1999, wherein the message of its brand Imitrex prescription migraine medicine will be printed to automated teller machine (ATM) receipts and bank statements. The back of ATM receipts will contain instructions for consumers to call a toll-free number if they suffer from throbbing or pulsating pain. Neither the ATM receipts nor the statement receipts near the statement inserts mentions Imitrex by name, thereby avoiding the need to cite any of the drug's possible side effects. Though advertising on ATM receipts has been tried before by marketers such as Coca-Cola Co. and MCI WoldCom, Glaxo is the first to use the medium to advertise a pharmaceutical.


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