Alli News Abstract 23
http://www.mmm-online.com/gsk-rolls-out-new-alli-ads-study/article/161889/
GlaxoSmithKline has revamped advertising for its OTC weight loss drug
Alli to emphasize bad eating habits. TV, print and online ads bearing the tagline “Eat Healthier, Live Happier” debuted in January, targeting women concerned about their weight. Elements of the consumer campaign are also being used in retail and promotions to healthcare professionals.
The campaign is the last work for the brand by Arnold, which lost the account to TBWA shortly after wrapping up work on it. New ads from TBWA will debut later this year.
The new ads coincide with the release of a survey exploring “America's unhealthy relationship with food.” The survey found a disconnect between Americans' perceptions of their eating habits – 74% said they have a healthy relationship with food – and the fact that, by some estimates, two-thirds of Americans are overweight or obese.