2010-NP-Nycomed

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The Nicholas Hall New Product of the Year Award (Europe) 2010

Date: 20/04/2010

The Nicholas Hall New Product of the Year (Europe) saw a closely-fought contest between a classic switch and a new lifestyle OTC. Nycomed’s Pantozol Control, switched last year in 14 countries, is the first pan-European OTC PPI – indicated for the heartburn suffered by 38% of the EU population. Nycomed used the EU central procedure for the switch. In the submission for the award, Etienne de Laroullière, worldwide head of Nycomed’s OTC business unit, took a sly dig at his competition: “Firemen, fire extinguishers and other clichés are absent from our marketing campaign”. However, he also called for a review of the process to ensure better protection for switch pioneers in the EU, to encourage ground-breaking switches in the future.

The lifestyle OTC was, of course, GSK’s Alli. Like smoking control products, Alli needs active consumer partnership in the quest for weight loss: accordingly the campaign tone is properly adult, treating the consumer as an intelligent partner.

Convinced of the outstanding merits of both these finalists, the judges decided to make a joint Award, which was presented by Reckitt Benckiser’s Brian Bentley during the Gala Dinner on a luxury cruise along the magical Bosphorus.