Nexium 24HR was losing share to H2s like Pepcid and Antacids like Rolaids, even though those treatments don’t work for frequent heartburn.
Knowing this, we developed this unique Science Story for Nexium 24HR to guide our creative:
Only PPIs like Nexium treat frequent heartburn.
But many frequent heartburn sufferers take H2s that can only help occasional heartburn.
The end result? A science-backed Ad to Education Sequence™ to make consumers more aware of the brand, and educate them on the benefits of using a PPI. By digging into existing data and the OTC Monograph, we developed new positioning, claims, and an MOA to educate consumers, retailers, and steal share from H2s.
