Alli--the first weight-loss drug to be approved by the Food and Drug Administration for sale in the U.S. with no prescription necessary--will be introduced in stages by seven agencies over the next
year to the tune of $150 million.
GlaxoSmithKline owns the rights to Alli, which is pronounced like "ally," as in a helper or associate. It works by preventing the body from absorbing
some of the fat one eats.
The campaign is centered on an elaborate Web site, myalli.com. There are also television commercials, direct mailings, print advertising, books, online ads,
displays in stores and information being provided to health care professionals.
The campaign appeals to potential Alli customers to educate themselves on using the product and
improving their dieting techniques, as well as their eating habits. The myalli.com Web site takes a just-the-facts tone: "You don't just try Alli--you commit to it," one Web page declares. And the
dedication page of a 152-page book, "Are You Losing It?", published by GlaxoSmithKline, refers to "the most important element of successful weight loss: you."
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