Eli Lilly and Company: Prozac Print campaign

Rebecca Stanfel

Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company.

Eli Lilly and Company: Prozac Print campaign

Rebecca Stanfel

OVERVIEW

Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company. But the success of this new type of antidepressant—a selective serotonin re-uptake inhibitor (SSRI)—soon spawned intense competition in the $4 billion per year antidepressant market. By mid-1996 Prozac's sales growth was slowing, and drugs such as Zoloft and Paxil were eating into its market share. In response, Lilly initiated a new advertising campaign for Prozac in 1997. The campaign was a radical shift in Lilly's marketing strategies for the little green...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands