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
CPR has been working for Glaxo Wellcome on a smoking cessation campaign
across Europe since June, in preparation for the drug’s launch
It is anticipated that the drug will receive UK approval sometime next
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.