• by Tanya Gazdik , June 7, 2007

The latest ads in Sepracor's "luna moth" campaign keep prescription sleep aid Lunesta at the top of the charts as the most memorable prescription drug ads, according to IAG Research, the TV ad effectiveness rating company.

IAG Research revealed the latest syndicated data for the best new prescription drug ads that have premiered thus far this TV season. Lunesta's currently airing ads, featuring the "seven-night challenge," are the most memorable among adults, as well as the most recognized prescription drug brand advertised on broadcast prime-time TV. Lunesta's advertising captures the Nos. 1 and 2 ranking and are recalled over 50% more than the average new prescription ad launched so far this TV season.

Lunesta's success stems from strong campaign development and a consistent approach that reinforces the brand's identity, says Fariba Zamaniyan, senior vice president of IAG Research's Pharmaceutical Practice.

A newcomer has emerged in the top five. Rozerem, the prescription sleep aid marketed by Takeda, which uses the unconventional campaign featuring Abraham Lincoln and a talking beaver, claim the No. 4 spot with its second creative, "Bus Stop." It features a conversation between an insomniac and his dreams about his lack of sleep. The tagline, "Your dreams miss you," scrolls across the bottom of the screen as Lincoln and a beaver chat with the patient.

Zamaniyan tells Marketing Daily it's especially significant that Rozerem came in so high, considering that the ads have not been out for very long compared to the others in the Top 5.

Last year, the drug had $76.2 million in sales--up from $13.3 million in 2005 (it was introduced in July that year), according to IMS Health. For the first quarter of 2007, the drug has earned $28.1 million, while Lunesta had $181 million in sales.

Other finishers in the top five for recognition include Rx advertising veteran Zyrtec, which captures the No. 3 ranking with its latest installation within the "dream house" campaign. Zyrtec is marketed by Pfizer Pharmaceuticals for the treatment of seasonal and perennial allergies.

Tied for fifth most-recalled new prescription drug ad were Crestor, AstraZeneca's first-line drug therapy used to lower cholesterol, and Vytorin, marketed by Merck/Schering-Plough, also for the treatment of high cholesterol.