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Counterfeit drugs not only cost drug companies a lot of money each year but also can cause long-term side effects or in some cases death. Drug company Pfizer and its agency, Universal McCann, decided to take the lead in fighting against the availability of counterfeit drugs on the internet and shock people into taking the problem more seriously.
A multiplatform campaign ran in the U.K. with the central image of a rat coming out of a person's mouth. The "regurgitated rat" campaign was rolled out across TV, cinema and print. In order to reach those most likely to be purchasing counterfeit drugs, the online community, Pfizer redirected users searching under health and medical terms to a website that offered more information about illicit drugs.
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