Bris­tol My­ers de­buts first Op­du­alag cam­paign, adds to its two-com­bo can­cer drug mar­ket­ing

Bris­tol My­ers Squibb’s first cam­paign for Op­du­alag marks a sec­ond stake in the ground for the bio­phar­ma. The new work is its sec­ond im­muno-on­col­o­gy com­bo drug, di­rect-to-con­sumer (DTC) ad cam­paign, with both ef­forts now run­ning on TV, so­cial and dig­i­tal me­dia.

Op­du­alag, ap­proved in March 2022, is a com­bi­na­tion of Bris­tol My­ers’ block­buster PD-1 Op­di­vo (nivolum­ab) and re­latlimab, ap­proved to treat ad­vanced melanoma can­cer. The sec­ond cam­paign is an on­go­ing ef­fort for Op­di­vo plus Yer­voy, with new cre­ative added in De­cem­ber.

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