TITLE

Xenical reworks its ads

AUTHOR(S)
Goetzl, David
PUB. DATE
February 2001
SOURCE
Advertising Age;2/5/2001, Vol. 72 Issue 6, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
4052974

 

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