Solpadol

Before its relaunch. Solpadol was suffering from a weak, indistinct brand image compared with competitors.
Agency: McCann-Erikson (Manchester)Author: Not credited
 

Area Awards 1995 Winner: Business To Business Campaign

Solpadol – The Relaunch

Introduction

Solpadol is a branded prescription-only analgesic, indicated for the treatment of severe pain, which is manufactured and sold by Sanofi-Winthrop Pharmaceuticals. It is promoted in an extremely competitive environment directly to healthcare professionals (predominantly GPs). The brand faces fierce competition, not only from other brands, but also from generic equivalent products which are manufactured and sold at a fraction of the cost.

The UK analgesic market is worth 120 million of which branded analgesics hold a 55%...

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