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Nexium

Background / Challenge:

In the late 90’s AstraZeneca had been developing a new compound as successor to Prilosec. This new compound with its generic name omeprazole would demonstrate better efficacy in treating GERD (Gastroesophageal Reflux Disease) also known as acid reflux.

Solution:

We were asked to generate a broad range of brand name (aka trade name) options. After an extensive multi-month project engagement which included name ideation, trademark checks, research and linguistic checks, the name ‘Nexium’ was selected. ‘Nexium’’s creation was inspired by the rationale of being a ‘next-generation drug for the new millennium’. 

Outcome:

A strong marketing campaign positioning the drug a the ‘purple pill’ helped build massive awareness and Nexium went on to become the 3rd biggest selling Rx drug in the world.

In 2014 the drug switched to an OTC form and was named Nexium 24HR.

Services

  • B2C
  • Brand Strategy
  • Brand Naming

East
New York, NY
j.bell@wantbranding.com

South
Miami, FL
julia@wantbranding.com

West
Oakland, CA
john@wantbranding.com

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