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The diet pill: Mega advertising blitz offers hope in a bottle to

Posted by Nancy B.

Prepare for an advertising blitz to beat all blitzes. Seven advertising agencies, funded through a one-year, startup campaign estimated at more than $150 million, will try to persuade dieters to take a pill to lose weight. Alli is the first weight-loss pill approved by the Food and Drug Administration, prevents the body from some of the fat ingested. The mega marketing campaign will use TV commercials, direct mail, print advertising, books, online ads, store displays and providing information to doctors in hopes they'll recommend it to their patients. Alli is made by GlaxoSmithKline.
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