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Article: Klemtner adds new Nexium to roster of meds; Shop's success with Prilosec prompts move by AstraZeneca.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- July 31, 2000
- Author:
CopyrightCOPYRIGHT 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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AstraZeneca tapped Klemtner Advertising, New York, to handle the direct-to-consumer creative account for Nexium, the successor drug to its blockbuster heartburn treatment Prilosec.
Klemtner currently handles the heavily advertised Prilosec -- for which ads tagged "It's Prilosec time" feature the dominant image of raining purple pills -- and AstraZeneca felt the agency could help extend the so-called "purple reign."
"They've certainly performed very well" on Prilosec, a company spokesman said. "We wanted to give them the opportunity to do the same thing for Nexium."
The spokesman said Klemtner was awarded the business without a review. Grey ...