Xenical reworks its ads

Goetzl, David
February 2001
Advertising Age;2/5/2001, Vol. 72 Issue 6, p3
Trade Publication
The article reports that Hoffmann-La Roche's Xenical weight-loss drug will be promoted by Y&R Advertising with flight of awareness advertisements. The issue of potential side effects is viewed as obtrusive in the previous television campaign. The ads seek tom prompt discussion between patient and physician about weight issues for health reasons. Details of the commercial are given. Expected sales figures for Xenical are given by the consultancy IMS Health.


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