Rozerem gains but still sucking wind

Feb/25/2007 05:39 Filed in: Current DTC
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While the ads with Abe Lincoln and beaver continue to air a recent snapshot of site visits indicate that although Rozerem.com lags far behind AmbienCR.com that it has taken over the number two spot. That said the ads are still horrible and many people I talk to within the industry have quietly informed me that it will be a cold day in hell before they ever use AT for their DTC.


Just how bad are the ads? Well the industry is abuzz with just bad these ads are. They don't cut through the clutter and for the life of me anyone that can put together that Abe Lincoln stands for honesty and the beaver for hard work watches way too much TV. Still Rozerem's web traffic for January has increased but somehow I don't think this is going to translate than a marginal share increase against Ambien CR. These ads are so bad that when I recently talked to a colleague who was about to send out a request for information for a new drug she informed me that because the Rozerem ads were in fact soo bad they were told that if the agency that created the ads were invited to pitch she would be replaced.

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I have seen a lot of DTC ads over the last few years but none as bad as the Rozerem ads. I can't get over that they are still running but then what's a couple of millions of dollars to create the spots and buy media to lift share marginally. The Ambien brand team should be thankful that the folks at Takeda are sticking with this campaign because it means that they just sit back and have a good laugh.

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