GlaxoSmithKline

McCann-Erickson New York *Lead Agency

To sustain growth, Paxil had to expand the franchise into the General Anxiety Disorder segment where sufferers represented a larger portion of the U.S. population. This repositioning allowed the brand to tap into a larger source of business and helped Paxil achieve market share leadership, sales growth and preference in primary care physician offices. We developed a relevant advertising campaign that used a symptom based approach that coalesced an array of symptoms around a disorder allowing sufferers to self-identify and define the disorder.