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Denavir

This article was originally published in The Tan Sheet

Executive Summary

SmithKline Beecham launching a $10 mil. direct-to-consumer campaign for its Rx topical cold sore cream (penciclovir 1%). The campaign will include 45- and 60-second TV spots during early morning, daytime network and cable programming as well as print ads in late July and August issues of People, Health and Cosmopolitan. Print ads will carry the tagline, "No face should have to face another cold sore alone," while the TV spots feature people hiding their faces with playing cards, newspapers and turtlenecks due to cold sore "embarrassment." Grey Advertising (New York City) developed the DTC campaign. In December, FDA's NDAC and Antiviral Drugs Advisory Committees voted against the switch of Denavir due to viral resistance concerns (1"The Tan Sheet" Dec. 7, 1998, pp. 3-8). The company received a "not approvable" letter from FDA this year, but said at the time it was still pursuing the switch (2"The Tan Sheet" May 3, p. 6)
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