WYETH PROMOTES ALESSE CONTRACEPTIVES
By Adnews Staff
Pharmaceutical and healthcare products company Wyeth has begun a new direct-to-consumer advertising campaign for Alesse oral contraceptives. The campaign, created by Anderson DDB Health & Lifestyle of Toronto, is a follow-up to the "Lessons Learned" brand awareness campaign which ran in 2000. Television and print creative broke last week, aimed at women 19 to 24 years of age. The 30-second TV commercial, called "I'm on Alesse," shows a series of young women in a photo booth. According to the ad, the one thing the women have in common is the use of Alesse. A young man enters the booth and says, "What's Alesse?" The text "Talk to your doctor" appears on the screen with the voiceover "It's your choice to ask about Alesse." The same theme is used in the print creative. Two photo booth pictures of young women appear with the caption "I'm on Alesse," along with the picture of a young man with the caption "What's Alesse?" The tagline is "Ask you doctor about it." The campaign will run in English and French for the next year. The TV commercial will also run nationally in theatres. An online component, consisting of banner, skyscraper and box ads, will also be used.