Nasonex Bee Buzzes New Message

August 30, 2006
Pharmaceutical Executive

Volume 0, Issue 0

Schering-Plough's successful allergy medication gets an updated ad campaign.

The Nasonex Bee is buzzing a new tune.

Schering-Plough is working with BBDO to update its successful Nasonex (mometasone furoate) campaign for the end of the summer, according to sources familiar with the changes. Nasonex is one of the top 10 most advertised brands.

The new look still relies on the animated Nasonex Bee as its centerpiece, but a revised message will now emphasize the nasal spray's ability to treat multiple allergy symptoms. Nasonex is approved to treat symptoms caused by both indoor and outdoor allergens.

The new television spots will run during episodes of "Extreme Makeover," "CSI New York," and "Super Nanny." The print spots will run in magazines including Newsweek, Time, and Entertainment Weekly.

The ads depict an animated couple facing a host of allergens including pollen, dust, and pet dander--and getting relief from Nasonex. The Bee narrates the TV spot in its signature voice.

Schering-Plough declined to comment on the new campaign, citing company policy. BBDO referred all calls to the client.

In its second quarter earnings report, Schering-Plough cited Nasonex as one of its top brand performers. Sales rose 21 percent to $242 million over the same period last year.

But competition is fierce in the crowded allergy market, and creating a brand presence is key.

The company also reported higher overall promotional expenditures for the first half of 2006, but the figures weren't broken down by brand.

Nasonex was the sixth most advertised brand in 2005 based on its direct to consumer expenditures, according to Verispan's DTC audit, which was released this summer.

The latest campaign evolution comes roughly a year after Schering-Plough poured about $100 million into its DTC budget for Nasonex to catch up to GlaxoSmithKline's consumer spending on competitor product Flonase (fluticasone).

Advertising expenditures for the two brands ran neck in neck in 2005, with Flonase coming in at number seven on Verispan's list of most advertised brands.

The top three most advertised brands in 2005 were Nexium (esomeprazole), Lunesta (eszopiclone), and Vytorin (ezetimibe, simvastatin).