Tuesday, March 13, 2007

Takeda - Fire These Guys!

I finally get to see who's behind the Rozerem ads!

If there were any justice in this world and if the Takeda marketing team had any scruples, these guys would be out of work.

But, strangely, they continue to win accolades. The latest comes from Pharmaceutical Executive Magazine, which included these Cramer-Krasselt/Abelson Taylor big shots among its list of "Ad Stars" in the March 2007 issue.

"Pharma Exec honors the most innovative, creative, and thought-provoking ads of 2006--and the people who created them," says PharmExec.

Too bad there aren't any awards for most violative ads of 2006-2007, because these guys would win that one too! (see, for example,"Back to School for Takeda, Rozerem, and Abe Lincoln!").

It's no surprise that the team is all male -- I can't imagine an ad team with women members ever approving the use of a beaver as an ad icon. Since I've spoken on that subject ad nauseum before (see "Rozerem Ads Dis Lincoln, Show Beaver"), I won't say any more on that subject here.

I will note, however, that the beaver also got recognized by PharmExec as one of the "Intriguing Icons of 2007." "Need we say more?" quips PharmExec.

I am so disgusted that I have decided to take the rest of the week off and lie on the beach in Miami! If I get bored or drink too much some night down there, I might just rant some more here.

Meanwhile, have you joined my Rozerem Prescription Boycott campaign? Maybe that will motivate Takeda to shape up!

Do You Support a Rozerem Rx Boycott?
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  1. Anonymous4:02 PM

    MM&M has posted the latest developments. Both agencies you mention have denied creating the ad, which may have been part of a network ad placement deal. I read something not too long ago on media post re: networks getting into the ad business. Which network was it, does anyone know?

  2. It's not really an issue of placement ... it's about content. It's hard to believe that a TV ad can be created without the knowledge of the agency AND the client!

    Here's what th FDA said;

    "Although the TV ad does not state the drug product’s indication or recommended dose, the statements and images suggest that Rozerem is indicated for children. Specifically, the TV ad includes the following statements and corresponding visuals: “Rozerem would like to remind you that it’s back to school season.” (visuals include chalk board, school books, school bus, laptops, school-aged children with backpacks) … The combination of these statements (“Back to School”) and images of school-aged children and school-related objects suggest that Rozerem is indicated for and can be safely used in the pediatric population…"

  3. Abelson-Taylor are the brains behind the Prevacid campaign (which helped Prevacid plumet from the #2 brand in America to #5). To be fair, Nexium helped take the wind out of their sails, but the cheeky tummy ads didn't win any friends.

  4. Anonymous9:40 AM

    I do not know if you are aware, but the beaver is one of Canada’s national symbols, even more, it is Bell’s official mascot!!..

    The truth is that with the long winters living at – 40 C, thinking of beavers helps, maybe they also helps in the long nights!!!


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