Sanofi-Aventis: Spirit Of Freedom campaign
William BaueOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Hoechst Marion Roussel became a part of Sanofi-Aventis. 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.
On August 8, 1997, the United States Food and Drug Administration (FDA) announced new guidelines regulating direct-to-consumer (DTC) advertising of prescription drugs. The following Monday Hoechst Marion Roussel of Kansas City, Missouri, aired a revised version of its "Wheat-surfer" commercial for...