M&C Saatchi’s Migraleve debut

Pfizer has used horror-movie-style imagery to relaunch Migraleve, its over-the-counter migraine remedy.

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

pill.’



The appearance of the ads marks the start of heavyweight support for the

brand which, until this campaign, has had no significant advertising in

the UK.



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

syrup brands.