Pfizer has used horror-movie-style imagery to relaunch Migraleve,
its over-the-counter migraine remedy.
An exploding skull and a head being pounded by metal bolts are the
centrepieces of a three-month national press campaign breaking this
weekend and backed by a pounds 1.5 million budget. Media buying is
handled by Zenith Media.
The work is the first produced for the brand by M&C Saatchi since the
agency was given the relaunch task (Campaign, 7 February).
Written by Keith Bickell and art directed by Carlos, the ads dramatise
the pain of a migraine (and Migraleve’s power to control it) with the
line: ’A migraine is not a headache. Migraleve is not a headache
The appearance of the ads marks the start of heavyweight support for the
brand which, until this campaign, has had no significant advertising in
Pfizer, the US-based drugs manufacturer, is backing Migraleve as part of
efforts to bring the UK migraine remedies sector up to speed with the
pounds 226 million analgesics market as a whole.
Own-label products lead the market with a 17 per cent share. Crookes
Healthcare’s Nurofen follows with 15 per cent and the market has
recently been stimulated by Whitehall Laboratories and its UK launch of
the Advil painkiller brand.
M&C Saatchi also handles Pfizer’s TCP antiseptic and Buttercup cough