Did Lilly’s Olympic Ads Test The Boundaries On Celebrity Endorsement?
Only one of the six Olympic athletes promoting Lilly’s drugs actually took the product themselves or had a family member that did. Trulicity and Emgality TV ads include disclaimers while Verzenio commercial in memory of volleyball player April Ross’ mother does not.
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With the Winter Games approaching, case offers lesson for companies with complex advertising packages. Lilly told the agency two commercials featuring Olympic and Paralympic athletes were intended to run sequentially with another ad including indication and risk information.
Agency cites video promoting Biohaven’s Nurtec ODT, which first aired on ABC’s TV show The View, for misleading comparative claims, inadequate display of risk information, and failure to submit promo for review.
Agency hasn't named the celebrity that will participate in the study on the impact that celebrity and non-celebrity endorsements have on consumer perceptions about Rx drugs.