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Novartis to Launch OTC Prevaid with $200 Million Campaign

Novartis Consumer Health is backing the launch of OTC heartburn medication Prevacid with a $200 million ad campaign, MM&M reports.

The campaign, “When you've had it with heartburn,” began last week and features TV spots by Deutsch and a digital campaign from Tribal DDB.  Novartis will differentiate Prevacid from other heartburn medications by focusing its marketing on “the emotional difficulties of heartburn suffers,” according to The Wall Street Journal.

Prevacid, formerly a prescription drug product marketed by TAP, will compete with Prilosec OTC and the now numerous private label versions of Prilosec OTC.  Despite the fierce competition, The Wall Street Journal is reporting that Novartis will not lower its pricing to compete with Prilosec and others, charging $11.99 for a 14-day supply (Prilosec charges $10.49 for the same dose).