For Pristiq Promo, Wyeth Deploys a Wind-Up Doll

Summary

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Wyeth is cranking up consumer advertising for Pristiq with spots that aim to capture depression sufferers' struggle to get through the day. Television and print ads by JWT, which broke in June, feature wind-up dolls reflective of the insight that patients with depression often feel they're "on auto-pilot" or "treading water" as they cope with feelings of sadness, trouble concentrating and listlessness. The use of the doll gives Pristiq a memorable visual that they can develop across different media and over time, said Andreas Eggert, VP and global business manager for Pristiq.

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For Pristiq Promo, Wyeth Deploys a Wind-Up Doll

WYETH IS cranking up consumer advertising for Pristiq with spots that aim to capture depression sufferers' struggle to get through the day.

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