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Seven Ad Agencies And $150 Million To Promote Diet Drug Alli

It seems GlaxoSmithKline, the manufacturer of diet drug Alli, is in no mood to take any chances with its highly anticipated drug that will be hitting the market on June 15. The firm has set a budget of approximately $150 million to spend on advertisements in the first year for which the firm has hired seven agencies to do the job.

Diet drug Alli is the first over-the-counter (OTC) weight-loss drug to be approved by the Food and Drug Administration for sale in the U.S. It works by preventing the body from absorbing the fat that one eats.

GlaxoSmithKline is using all mediums to spread awareness about diet drug Alli be it web, TV channels, newspapers, books, online ads, displays in stores and they are even informing health care professionals.

The ads about Alli, which is a low-version of Xenical, must make sure the customers do not discard Alli as another diet drug that promises a lot but fail to deliver.

Already cartoonists have started taking a jibe at diet drug Alli.

Taking about the rationale behind these advertisements, Vice President for weight control at the GlaxoSmithKline consumer healthcare division, Pittsburgh, Steven L. Burton said the company’s aim is to alter the way public think about weight loss. People are tired of hyped products, fad diets, that don’t deliver what they promise.

While, Alli does plain talking that losing weight is hard work, he added.

This whole ads blitz has found a supporter in Dr. Arthur Frank, medical director at the weight management program at George Washington University, Washington, who said at least its far better than those other diet drugs that are provocating. But, what Glaxo is doing is, they are just saying what they could do and how? That’s perfectly ok, he said.

Frank further added that Alli is a legal drug, properly tested by the FDA and not some cheap drug that is generally promoted through some overseas Web site.