Propecia Rally NZ
Agency: Insight Consultants (Auckland) Ltd Advertiser: Merck Sharp & Dohme (Propecia) Awards: Sustained Success (Bronze)
Marketing Challenge
Initial Marketing Challenge
PROPECIA is not a traditional consumer product but competes in a traditional consumer market. With the launch of PROPECIA, a number of unique challenges were faced.
Low Brand Awareness
Six months after its launch in early 1999, awareness of the PROPECIA brand was low 14%. (Source: Market Pulse) From the beginning, it was understood that...