NEW YORK: Medicis has selected Lippe Taylor to serve as AOR for Solodyn, an oral antibiotic used to treat acne.
Lippe Taylor's core message will include both the product's ease of use and how it can relieve the emotional stress that acne causes.
Account work for Solodyn began in early summer and heated up for back-to-school time. John DeMaria, healthcare EVP and practice leader for Lippe Taylor, said the oral acne treatment is being geared toward teens and their moms by focusing on the emotional and psychological tolls that acne can take on kids.
"We want to make sure we tell a clean, crisp story about it," DeMaria said. "We want people to understand what it is."
He explained that Lippe Taylor's focus for 2007 would be sustaining the initial level of interest in the product.
"This is going to be a mix of traditional and new-media plans," DeMaria said. "There is going to be strong online presence to create word-of-mouth [interest] among teens."
The agency is also the AOR for Medicis' lip-enhancing injection, Restylane. Medicis does not retain any other agencies.
"We have been developing the relationship with Medicis organically, so they did not consider any other agencies for this product," DeMaria said.
He added that this is a significant account win for the agency, but would not disclose a budget amount on the record.