Otrivine: The Secret Brand Leader

Campaign for Otrivine, a topical decongestant (1989). Background: market under threat from oral decongestants; brand subject to the Limited List from 1985, which halved prescription sales; need to create a consumer brand.
Agency: WMGOAuthor: Lorraine Ketch

Otrivine: The Secret Brand Leader

BUSINESS BACKGROUND

Ciba Consumer Pharmaceuticals are part of Ciba Geigy Pharmaceuticals Division, one of the world's major pharmaceutical operations.

CCP was established in 1983 as the consumer healthcare arm of Ciba Geigy in the UK. CCP currently represents a relatively small part of the pharmaceutical giant's total operation, as the majority of Ciba Geigy's business is in ethical pharmaceuticals (those prescribed by doctors).

However, Ciba Geigy recognises that consumers are increasingly taking responsibility for their own healthcare and sees the self-medication business as a major growth...

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