Patanol ads try to break from anti-allergy pack

Goetzl, David
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p4
Trade Publication
This article describes the advertising campaign for Nestle-owned Alcon Laboratories' prescription anti-allergy eye drop Patanol in the U.S. in March 2000. In an estimated $20 million campaign, the marketer uses black and white creative and paints sufferers as warriors in a bid to stand out. The campaign is the first work on Patanol from FCB Worldwide, New York, after Alcon shifted the account from Omnicom's HMC, New York, last year. FCB sought to fuse its creative with a more empathetic tone. Its research showed eye allergy sufferers viewed their condition as a near fait accompli that must be painfully endured each spring. The new advertisements attempt to make sufferers aware that help is available, while acknowledging the sufferers' struggles.


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