Roche Products
Xenical 'Lose weight. Gain life.'
Authors: Grant Millington, Kirsten O'Doherty Agency: Publicis Wellcare
Objective: To change the perception of medically supervised weight loss and prescription weight loss products in a diverse consumer group and a cynical consumer market environment.
Results: By the end of the first year, the 'Prescription Weight Loss' category grew by 270%, with the Xenical market share at 76%.
How to change consumer...