Business POV

Pharmaceutical advertising is a huge category when it comes to spending, but a barren wasteland when it comes to the ads themselves. Rozerem, the number 4 sleeping aid in the market, needed a different approach. Here’s how Cramer-Krasselt — using Honest Abe, a beaver and the simple phrase “your dreams miss you” — came up with a campaign that doesn't put you to sleep.

www.Rozerem.com
www.c-k.com