Glaxo picks C&W to launch Zyban

Cohn and Wolfe has won the competitive pitch for launch PR for Zyban, Glaxo Wellcome’s new smoking cessation product. The account was originally put out to tender this summer (PR Week, 16 July).

Cohn and Wolfe has won the competitive pitch for launch PR for

Zyban, Glaxo Wellcome’s new smoking cessation product. The account was

originally put out to tender this summer (PR Week, 16 July).



The agency will also work on an awareness campaign. Account director

Emma Crozier said: ’We will be supporting Glaxo Wellcome in a targeted

programme of activities to raise awareness of smoking cessation in the

UK.’



CPR has been working for Glaxo Wellcome on a smoking cessation campaign

across Europe since June, in preparation for the drug’s launch

there.



It is anticipated that the drug will receive UK approval sometime next

year.



Zyban works differently from other smoking cessation products, which

deal with nicotine cravings, but not the other symptoms which affect

smokers who give up. Clinical studies report that Zyban can reduce

nicotine withdrawal symptoms including cigarette cravings, restlessness

and increased appetite.



It has had success in helping smokers quit in other markets where it has

been available for some time.



The drug is also prescribed as an anti-depressant in some countries.



However Glaxo Wellcome is keen that it is not portrayed as a ’wonder

drug’ by the media, and the company is not seeking approval for Zyban to

be prescribed as an anti-depressant in the UK.



It is estimated that smoking-related diseases costs the NHS pounds 1.7

billion every year.



Glaxo Wellcome has been in the headlines recently following the decision

of the National Institute of Clinical Excellence not to recommend the

prescription of influenza treatment Relenza on the NHS.



It is not known which other agencies pitched with Cohn and Wolfe.



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