Maximising positive product brand was the challenge in supplying broadcast support to the launch of the breakthrough weight loss drug, XENICAL®.

A campaign was conducted to produce and disseminate high quality broadcast footage of the drug, including interviews of the patients who trialed it and doctors who endorse it.

Television stations were provided with product shots and clear graphics for animation, demonstrating how the drug reduces the body absorbing fat intake.

Coverage included extensive radio hits, the internet and television.

The XENICAL® drug received excellent well branded coverage. Television stations were very open to the approach and used a wide variety of our supplied footage.

In one day Media Impact’s coverage of the breakthrough drug hit 18 prime-time news spots:

• TCN9 (Nationally)
• TEN 10 (Sydney)
• TCN9 (Sydney)
• ANT7 (Sydney)
• ATV 10 (Melbourne)
• GTV 9 (Melbourne)
• HSV 7 (Melbourne)
• CAPTV (Canberra)
• NBN (Tamworth)
• ADS 10 (Adelaide)
• NWS 9 (Adelaide)
• NEW 10(Perth)
• TVW 7 (Perth)
• Prime (Gold Coast)

XENICAL®’s message has been repeatedly and successfully communicated nationally - bringing to audiences a positive and effective representation of the new drug XENICAL®.