Pfizer Inc.: See You Later, Alligator campaign
Susan RislandOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Warner-Lambert was acquired by Pfizer Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campaign, which continued throughout the 1990s, featured the reptiles walking or swimming...