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

Related Hub content

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
GCI Health

We are GCI Health, one of the world’s largest specialist healthcare communications agencies with global hubs in London and New...

Latest intelligence

Online Physician Communities
Review: diabetes tweetchat
Some of the key points from the recent #M3diabetes tweetchat held by PMLiVE and M3 Europe...
access denied
Sales reps struggle to access doctors
Doctors continue to turn away from face-to-face visits from pharma sales reps and look instead towards mobile technology for information...
Online Physician Communities
Research finds doctors are optimistic about new diabetes drugs but concerned over rationing
New data from M3 Global Research shows that clinicians buy in to the effectiveness of new diabetes therapies. However, they are concerned about rationing and believe that more resources are...