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Article: Chantix DTC ads star tortoise and hare.(DTC REPORT)
- Article from:
- Medical Marketing & Media
- Article date:
- November 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PFIZER IS advising smokers that quitting is "not a challenge for sprinters" in its consumer advertising campaign for smoking cessation drug Chantix.
The tortoise-and-hare themed campaign, with creative by McCann HumanCare, includes print, television, online and out-of-home advertising tied together by the tagline, "On the quitting road, it's all about getting there."
Careful not to over-promise on its pill, Pfizer is playing up its 52-week GetQUIT support program as well. The program includes regular check-in emails or phone support and materials tailored to the individual patient.
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