Glaxo Wellcome to tender Zyban launch campaign

Glaxo Wellcome will hear pitches at the end of this year for an account to mount the PR launch of its first smoking cessation product, Zyban.

Glaxo Wellcome will hear pitches at the end of this year for an

account to mount the PR launch of its first smoking cessation product,

Zyban.



The drug, claimed to help people stop smoking, stay happy and lose

weight, has been billed in the media as potentially bigger than

Viagra.



But Glaxo Wellcome communications manager Philip Thompson said the

company was keen to avoid over-hyping the product as a ’wonder’

drug.



’We are looking for a consumer and healthcare campaign, issues

management and strong media relations,’ said Thompson.



CPR Worldwide was appointed earlier this year to run an anti-smoking

campaign across Europe, aimed at consumers and government, in the run-up

to the drug’s launch (PR Week, 4 May).



Manning Selvage and Lee and Cohn and Wolfe are known to have pitched for

the work.



Currently awaiting licensing from the European and UK regulatory

authorities, Glaxo Wellcome expects to launch Zyban in the UK next

year.



Zyban has been launched in the US, Canada and Mexico and, according to

the firm, has helped more than one million people quit smoking.



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