Eau de Glaxo

CNBC

March 8, 2010

By: Mike Huckman
CNBC Correspondent

GlaxoSmithKline [GSK  37.41  -0.13  (-0.35%)   ] unveiled the latest in a series of unbranded, disease awareness commercials in the middle of the oh-so-long telecast.

Last October the FDA approved GSK’s vaccine, Cervarix, to prevent sexually transmitted disease and cervical cancer. But in a move to try to avoid blowback about aggressive direct-to-consumer (DTC) marketing, drug companies these days wait awhile before they start advertising newly approved products by name.

In the meantime, they get around it by coming up with a campaign that talks about the problem the treatment or vaccine addresses.

The Oscar audience is mostly female.

So, the agency that produced this spot or that did the buy smartly placed it on the show.

The clever commercial, at first, looks like it’s a trailer for some new Disney princess movie, then looks like it might be an ad for yet another perfume, before finally morphing into the serious, darker topic of cervical cancer.

But, by that time, they’ve got you.

Still, I wonder why GSK is spending the money on a disease awareness campaign when Merck [MRK  37.35  -0.14  (-0.37%)   ] has had its similar, heavily advertised vaccine, Gardasil, on the market for quite some time. Glaxo’s competitor has already done a lot of that work.

Why not just wait to blitz the airwaves with a branded campaign once the DTC waiting period is over?

Unless, of course, the company did research that showed there’s still a lot of people out there who have no idea about HPV and that it’s the leading cause of cervical cancer.

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Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.