Advertising for the next wave of prescription obesity treatments starts Oct. 21 in national newspapers for Meridia, from Knoll Pharmaceutical Co., Mount Olive, N.J. An estimated $50 million direct-to-consumer campaign from Foote, Cone & Belding, New York, stresses shared responsibility. Tagline is "You do your part. We'll do ours." The campaign largely targets womenandhits network TV Oct. 22 during daytime then breaks in women's magazines in January. Health Medical Consumer Advertising & Marketing, New York, had initially won the account, but FCB snagged it before the launch of the first campaign; professional advertising remains with HMC sister agency Corbett HealthConnect, Chicago.
Copyright October 1998, Crain Communications Inc.