GSK’s Alli Marketing Plays Celebrity Endorsement Tune
This article was originally published in The Tan Sheet
Recording artist Wynonna Judd sings the praises of GlaxoSmithKline's weight-loss drug alli in a new marketing campaign
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GlaxoSmithKline's decision to reassign the advertising contract for its alli OTC weight-loss drug two years after the product's launch could point to a fundamental problem with the brand's message, according to Steven Brozak, an investment banker working with biotech, medical device and health care firms
Significantly lower sales of GlaxoSmithKline's alli OTC weight-loss drug combined with struggles in the nicotine replacement therapy category weighed down the consumer health care division's performance in the firm's latest quarter
Heading into its second year selling weight-loss drug alli over the counter, GlaxoSmithKline wants users to do the talking