Glaxo takes bold DTC step for No. 4 depression drug

Goetzl, David
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p3
Trade Publication
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.


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