Xenical

Xenical is acknowledged as the first prescription medicine to be marketed direct to the consumer via mass media in New Zealand.

Advertising Effectiveness Winner:

Xenical Lose Weight Gain Life

Agency:  Meares Taine

Xenical is acknowledged as the first prescription medicine to ever be marketed direct to the consumer via mass media in New Zealand. The challenges were immense.

The results, which started from scratch with a brand name, have been so outstanding that the Meares Taine campaign is used as an international marketing benchmark for the product by Roche.

The strategy Roche chose was to go direct to consumer. This approach was logical ...

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