Please login to the form below

Not currently logged in
Email:
Password:

Boehringer creates ‘Captain Zantac’

Animated fireman fronts marketing campaign in US for heartburn remedy
Boehringer 'Captain Zantac

Boehringer Ingelheim's new campaign for its heartburn treatment Zantac will be fronted by a miniature animated fireman called Captain Zantac.

He is, according to Boehringer 'the only current animated character in the over-the-counter (OTC) heartburn medication category'. 

Captain Zantac is part of a new 360-degree brand equity campaign that includes national television advertising and other high-profile promotional materials in print, online and in-store. 

As a computer graphic animation, Captain Zantac and his firefighter crew blend with live action for an experience that the company expects to have a long-lasting equity effect in the category.

The new character and TV advertisement were developed in conjunction with Jomo LLC, an independent agency with extensive experience in consumer healthcare marketing, and world-famous animators Aardman Animations, creators of cartoon favourites Wallace and Gromit. 

"This is an exciting new chapter in the evolution of the Zantac brand," said Ross Ullman, executive director of marketing, Boehringer Ingelheim Consumer Healthcare. 

"Our objective with this campaign is to help heartburn sufferers understand that not all heartburn medicines are the same. An iconic character serves as a persuasive and memorable platform to cut through the heartburn advertising clutter,” he added. 

Zantac has been a leader in heartburn relief for more than two decades. According to IRI, sales have risen by 4.8 per cent in the 52 weeks to 14 July 2013, giving the brand a 6.6 per cent market share in the heartburn category.

Watch the Captain Zantac advertisement

12th September 2013

From: Marketing

Share

Tags

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Streaming Well

Streaming Well is a healthcare-focused, award-winning video production company which operates in the US and Europe. We create engaging visual...

Latest intelligence

OPEN Health delivers over 250 virtual activities during COVID-19 – A clear path forward
...
Can eLearning improve patient recruitment and retention?
Some patients will still want to read pages of informed consent forms before joining a clinical trial, or want timely updates on paper rather than a notification on their phone....
How Far Do You Want To Go?
Join OPEN Health's virtual careers event on Tuesday 10th November, 15:00–17:00 GMT and discover where a career in medical communications could take you…...

Infographics