Merck is launching a $20 million ad campaign in an effort to improve its public image after last year's Vioxx safety fiasco. The campaign, which was developed by New York's Ogilvy & Mather Worldwide, uses several different approaches to attempt to repair the company's damaged ties with consumers. One spot promotes the company's discount program. Another talks about the role Merck had in eliminating once-common childhood diseases such as the mumps, chicken pox and measles.
"Most kids today don't have a clue about diseases adults remember, thanks to Merck's scientists," a female announcer says, adding: "We've invested billions to research heart disease and asthma. Now we're trying to make Alzheimer's, diabetes and cancer history, too."
- see this story from The New York Times