Pfizer Inc. (NYSE:PFE) has devised a new way of discussing heartburn. In a Facebook Inc (NASDAQ:FB)-only ad campaign, little sock puppets have been incorporated into the tiny purple pill alongside Pfizer’s Nexium 24HR solution, which will be offered as the remedy for heartburn-induced stress also induced by eating particular foods.
The puppets will be representing the situations that generate heartburn. According to Pfizer, the use of puppets is meant to illustrate the weakening of the power of heartburn. On the other hand, it will demonstrate the awakening of the power of Nexium 24HR.
The very communicative and educative ads were specially designed to be used in a Facebook campaign which took off in September. A lot of things are now happening on the social media. The use of Facebook was strategic enough with the target audience being a majority of those who frequently suffer from heartburn. They probably have this belief that they will never recover completely from the condition.
To gain the over-the-counter rights to Nexium from AstraZeneca plc (NYSE:AZN) Pfizer had to spend $250 million. The transaction was carried out in 2012 while the FDA’s sale approval of Nexium’s 24HR was given in 2014.
Nexium has generated approximately $300 million in revenues since its launch in May according to Pfizer’s CEO Ian Read who says that it has become one of the most successful Rx to OTC switches in the recent past.
That was not enough for Pfizer. The latest company’s Q1 press release shows a 10% increase in revenue from its consumer healthcare division, an unfolding that has been attributed to Nexium 24HR and Advil. There is growing demand in the US perhaps as a result of the heightening promotion.
Apparently and even though it did not have a generic competitor, Nexium registered $3.87 billion in revenue in 2013 while it was still a prescription drug under AstraZeneca. It was not easy though for AstraZeneca to obtain the use of color purple for its generic Nexium capsules from Dr.Reddy’s Laboratories Ltd (NYSE:RDY), an issue which went as far as involving the court.