Pepcid AC - Tough medicine to take?

Fiona Morrison

This case aims to demonstrate how planning enabled Pepcid AC to interrogate and eventually break the unwritten rules of indigestion advertising.
Agency: Ammirati Puris LintasAuthor: Fiona Morrison

Pepcid AC - Tough medicine to take?

SYNOPSIS

A spoonful of sugar has always helped the medicine go down. And the indigestion marketplace is no exception. The category falls into two distinct camps - drugs and candy - and in share terms, candy is the sweeter.

How, then, could a little-known ex-prescription brand hope to bridge this volume gap and shake up a strictly segregated marketplace?

This case aims to demonstrate how planning enabled Pepcid AC to interrogate and eventually break the unwritten rules of indigestion advertising. The key...

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