abhishreshthaa
Abhijeet S
The next case is on “Shane Warne”, the Australian cricketer. Deregulation and permitting of Direct to Consumer Advertising (DTCA) of nicotine replacement therapy triggered Pharmacia Upjohn’s roping in Shane Warne to promote its Nicotte brand of gums and patches.
As part of the deal, he announced his resolution to quit smoking on the eve of a New Year and appeared in advertisements. An announcement was made that if he succeeded in quitting smoking in four months he would collect a fee, part of which would be donated to a cancer charity institute.
The deal created huge media interest and generated wide coverage. Nicotte’s sales rose dramatically within three months. However, days short of the four month period, Warne was caught smoking. The case highlights how heightened awareness levels are possible when celebrities are associated with health issues.
As part of the deal, he announced his resolution to quit smoking on the eve of a New Year and appeared in advertisements. An announcement was made that if he succeeded in quitting smoking in four months he would collect a fee, part of which would be donated to a cancer charity institute.
The deal created huge media interest and generated wide coverage. Nicotte’s sales rose dramatically within three months. However, days short of the four month period, Warne was caught smoking. The case highlights how heightened awareness levels are possible when celebrities are associated with health issues.