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Article: Patanol ads try to break from anti-allergy pack;Alcon eye drop gets $20 mil push; FCB campaign uses b&w creative.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- March 13, 2000
- Author:
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Copyright informationCOPYRIGHT 2000 Crain Communications, 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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Nestle-owned Alcon Laboratories is making an effort not to get lost among this year's flood of allergy season advertising.
In an estimated $20 million campaign breaking today for its prescription anti-allergy eye drop Patanol, the marketer uses b&w creative and paints sufferers as warriors in a bid to stand out.
"The whole creative approach was to make sure we find different ways to break through the clutter," said Ashish Pal, a group product director at Alcon.
The campaign is the first work on Patanol from FCB Worldwide, New York, after Alcon shifted the account from Omnicom's HMC, New York, last year.
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