Alza DTC ads for Ditropan to battle Pharmacia rival

Goetzl, David
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p4
Trade Publication
The article reports on the advertising campaign launched by Alza Corp. for its overactive bladder prescription product, Ditropan XL, in the U.S. in 1999. The campaign aims to encourage sufferers not to accept their problem sitting down. In a national print and television campaign starting June 13, Alza uses shots of active women to persuade sufferers to feel more comfortable with their problem and seek help. The campaign from Rubin Ehrenthal & Associates targets women 50 and older. The tagline: An overactive bladder can be an accident waiting to happen. The spot features a series of visuals of women hiking, going to the grocery store, playing golf and spending time with their husbands. The print effort breaks in a women's health supplement in The New York Times and will run in magazines such as Better Homes & Gardens, Reader's Digest and Prevention. The television spot will appear on broadcast and cable networks.


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