'BARKETING' DRUG ADS PAW AT INCREASINGLY KNOWLEDGEABLE PET LOVERS' HEARTS REGION Edition

The ad, several years old, was for Rimadyl, an arthritis medicine for dogs. Although the drug helped [Dolly Woerman]'s previous dog, the campaign was almost too successful for the manufacturer, Pfizer. The company pulled the ads after the drug's widespread use revealed lethal side effects...

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Bibliographic Details
Published inPittsburgh post-gazette (Pittsburgh, Pa. 1978)
Main Author REBECCA COOK THE ASSOCIATED PRESS
Format Newspaper Article
LanguageEnglish
Published Pittsburgh, Pa Pittsburgh Post - Gazette 22.06.2004
Subjects
Kase, Larina
Salzman, Marian
Woerman, Dolly
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Summary:The ad, several years old, was for Rimadyl, an arthritis medicine for dogs. Although the drug helped [Dolly Woerman]'s previous dog, the campaign was almost too successful for the manufacturer, Pfizer. The company pulled the ads after the drug's widespread use revealed lethal side effects for some breeds. Rimadyl remains one of the leading brands. A monthlong ad campaign for Deramaxx, an arthritis medicine that competes with Rimadyl, boosted sales 50 percent in May, according to senior product manager Elaine May. "Ask your veterinarian" billboards plastered the drug's name across Times Square and in dozens of cities. Pet drug ads aim for the heart with all the subtlety of a Celine Dion ballad. Even the most skeptical consumer might be moved to sniffles by the Deramaxx ad that shows a dog staring forlornly up the stairs it can no longer climb.
ISSN:1068-624X