12 September 2000

Losec Everyday People still tops recall

When GPs were asked which campaigns they recalled that had a consistent theme or logo running through them, Flixotide and Losec topped the list with 7% recall.

But interestingly enough it wasn't the more recent Losec work they recalled.

Apart from one GP, "....almost all the other GPs mentioned the old 'ordinary people/everyday people' campaign. One GP recalled these ads as you had to 'look for the parietal cells' (or the Losec logo) which was hidden in the picture."

Given that the LEC Advertising's Everyday People campaign stopped running in the summer of 1997 - this is further demonstration of the powerful branding and recall that the campaign achieved even three years on!

(Source: Pharmaceutical Marketing September 2000 12 (4):56)

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