Alli–the first weight-loss drug to be approved by the Food and Drug
Administration for sale in the U.S. with no prescription necessary–will be
introduced in stages by seven agencies over the next year to the tune of $150
GlaxoSmithKline owns the rights to Alli, which is pronounced
like “ally,” as in a helper or associate. It works by preventing the body from
absorbing some of the fat one eats.
The campaign is centered on an
elaborate Web site, myalli.com. There are also television commercials, direct
mailings, print advertising, books, online ads, displays in stores and
information being provided to health care professionals.
appeals to potential Alli customers to educate themselves on using the product
and improving their dieting techniques, as well as their eating habits. The
myalli.com Web site takes a just-the-facts tone: “You don’t just try Alli–you
commit to it,” one Web page declares. And the dedication page of a 152-page
book, “Are You Losing It?”, published by GlaxoSmithKline, refers to “the most
important element of successful weight loss: you.”
Telling Dieters a Pill Works Only if They Work, Too – New York Times
FOR decades, the beauty industry was described as — or accused of — selling “hope in a jar.” Now, a marketing blitz with a budget estimated at more than $150 million in the first year will try to persuade dieters to seek hope in a pill bottle despite widespread skepticism about the grandiose promises of diet pills, plans and potions.