TITLE

Glaxo takes bold DTC step for No. 4 depression drug

AUTHOR(S)
Goetzl, David
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article describes an advertising campaign launched by Glaxo Wellcome that links two once-taboo subjects, depression and sex. The unbranded campaign for antidepressant Wellbutrin SR seeks to position the drug as a treatment option that will ease depression without causing sexual side effects. The 60-second television spot will run in major markets and marks the first time Glaxo has advertised Wellbutrin directly to consumers. The campaign serves as an example of how direct-to-consumer (DTC) advertising of prescription drugs is evolving. Glaxo is defying conventional wisdom by doing DTC advertisements for a drug that is only the number 4 player in the $6.7 billion retail antidepressant market in the U.S.
ACCESSION #
2415179

 

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