GlaxoSmithKline's Trelegy ad change-up spurs better relatability with COPD patients — and more doctor conversations
When GlaxoSmithKline launched its first campaign for three-drug combo Trelegy inhaler, it used a catchy “1-2-3” pop song. A customized version of a 1970s Jackson Five hit, GSK’s custom lyrics repeated the power of “Trelegy 1-2-3” throughout a series of four TV ads that first debuted in 2018.
The strategy made sense. As the first three-in-one COPD drug, the upbeat song reinforced the product message. And it worked. Trelegy awareness soared, and the campaign climbed the ranks to GSK’s best performing respiratory ad. GSK employees were humming the ad in the hallways and Trelegy sales began climbing.
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