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Switches strategy to stress benefits reaped next day
HOPING TO ward off competitors threatening its market leadership, Sanofi-Synthelabo, marketer of Ambien, is cranking up its message about the sleeping pill's benefits.
A 60-second spot discusses the problems resulting from a night sans sleep, and the positive next-day impact of taking Ambien. That's a shift from the marketer's long-running approach centered on falling asleep faster, staying asleep longer and waking up feeling refreshed.
The new focus came out of talking to consumers, said Keith Vance, associate director-marketing. "A commercial spent talking about not sleeping is not...