REACTINE SPOT FEATURES LEATHER-CLAD LADIES
By Adnews Staff
Pfizer Health Care unleashed a national TV campaign this week to support the launch of its new five milligram Reactine antihistamine tablet in Canada. Entitled Maid To Order, the 30-second spot touts Reactine as the revenge on dust and promotes the antihistamine as a solution to year-round and seasonal allergies. The ad features two cleaning ladies. When they show up for a cleaning job in their traditional maids' garb and get told it's going to be tough work, they leave and return clad in black leather and studs. Brandishing whips, they beat the dust into submission. In addition to the TV spot, Pfizer is also setting up in-store displays and conducting a media relations campaign. Taxi Advertising & Design of Toronto created the advertising for the campaign, while National PharmaCom, also of Toronto, is handling PR. Pfizer Health Care is a division of Pfizer Inc. Pfizer Canada Inc. is headquartered in Kirkland, Quebec.