Migraine drug tones down ad, adds empathy

Goetzl, David
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p4
Trade Publication
This article describes a direct-to-consumer national television advertising campaign launched by AstraZeneca. The marketer launches an estimated $20 million spot that features a mother overcome by severe pain and struggling to care for her two children. By employing pathos, AstraZeneca deviates from the hard-pounding image used in its previous campaign. The advertisements from KPR in New York try to position Zomig as the migraine drug that works no matter what stage migraine pain has reached. Since Zomig was launched in 1998, the market for the class of migraine drugs referred to as triptans has become increasingly competitive and the market dominance of Imitrex has taken a hit.


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