Jublia wastes money on DTC spot during the Super Bowl

WasteMoneyPOST SUMMARY: Among the big losers in Super Bowl advertising is Jublia who wasted $4.5 million dollars on air time that could have been better spent elsewhere.

Valeant Pharma is not known as a DTC marketing powerhouse so it should come as no surprise that they blew big money on a Super Bowl spot that is being held out as an example of really poor advertising.  Now just think how that $4.5 million could have been spent to really drive conversion?

throwing money away

Valeant Pharma’s dumb waste of money is what happens when market research overrules common sense.  Most of us could sneeze more brain cells than the person who made the decision to waste this money, but all you have to do is watch the evening news to learn that TV is still where it’s at for DTC marketers at a time when more and more patients are turning to digital channels.

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Toenail fungus may affect as many as 35 million people in the US and while the Super Bowl had the largest audience in history there is a “time and place” for certain ads.  Just think of the grassroots effort that Valeant could have done in targeted digital advertising or ads at gym’s at a time when most people are trying to work off the extra holiday pounds?

I keep thinking the love affair with TV is going to end but once again DTC marketers prove me wrong.  Here’s to stupidity.

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