CLIENT
Takeda Pharmaceuticals North America, Inc.
Mark Booth, President
Andy Hull, SVP - Mktg.
Paul Boidy, Dir. - Neuroscience Mktg.
Chris Benecchi, Senior Product Mgr. - Neuroscience Mktg.
Tim Rudolphi, Dir. - Neuroscience Mktg.
AGENCY
Marshall Ross, Chief Creative Officer
Barbara Werner, V.P. - Group Planning Dir.
Noel Ritter, Senior Art Dir.
Marcia Selig, V.P. - Group Media Dir.
Abelson-Taylor
Jeanine Koch, Account Dir.
SUMMARY
This brand, the first innovation in sleep medicines in nearly 35 years, launched in a highly competitive environment. The goal was to seed the idea that if sleep sufferers want help with insomnia, something new was available. The breakthrough idea was not about how people missed their dreams but rather how their dreams missed them. By using traditional and emerging media, Rozerem engaged people in places where they might experience stress and losing sleep. Reaction was immediate and positive, with an increase in traffic to rozerem.com and in new perscriptions.
