GlaxoSmithKline: alli Readiness

How do you succeed with a highly skeptical audience in a market riddled with sketchy products? GlaxoSmithKline entered the weight-loss market with an upfront, realistic approach.

GlaxoSmithKline: alli Readiness



Category: Pharmaceutical/HealthcareCountry where program ran: USADate program started/ended: 1st May 2007 - 1st August 2007

Product Description: alli is the first over-the-counter, FDA-approved weight loss aid. The alli program includes alli capsules and an individually tailored online action plan (myalliplan) to help you lose weight gradually and adjust your lifestyle for long-term success.

Advertiser/Client Name: GlaxoSmithKlineMedia Channels: DirectMail


Marketplace Challenge:

It is common knowledge that the U.S. is experiencing an obesity epidemic. Experts estimate that roughly 31% of adults - or 60 million people...

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