IX, CLAROSIP® & GRÜNENTHAL
[BIZ/LIFE-SCI: Maastricht/Aachen, February 16] The method is both simple and inspired. Clarosip® is a dose of Clarithromycin with a neutral tasting cover packed into a drinking straw. The sick child uses the straw to drink a glass of Cola or another preferred soft drink, without the stress that usually accompanies taking antibiotics. For iX advertising, with its offices on the Vrijthof square in Maastricht, this was was a pharma first. The Dutch agency created a modular campaign providing Grünenthal companies worldwide with an option easily adaptable to local conditions. Clarosip® has been introduced in countries like The Netherlands, Mexico and England, with success, the story was even picked up by the BBC. (See link: http://news.bbc.co.uk/2/hi/health/4470156.stm)
When Grünenthal developed a revolutionary device to help children take nasty tasting but vital antibiotics, they were looking for a different approach to the market. Pharmaceutical companies face all kinds of marketing communication restrictions; and, GPs are becoming increasingly unenthusiastic about the industry's approach. Grünenthal wanted a new approach in the campaign to introduce their first appliance.
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