Pfizer Inc.: Super Fans campaign
Judson KnightOVERVIEW
NOTE: Since the initial appearance of this essay in the 1999 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.
With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand antacid tablets. The campaign, Rolaids' first since...