Euro RSCG Tonic Takes On Diabetes

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NEW YORK Sanofi-Aventis will break in March a new campaign for Lantus, a once-a-day insulin injection that fights diabetes symptoms for 24 hours.

The move heralds a ramping up of competitive aggressiveness in the $2.7 billion category.

Three print ads will appear in magazines geared toward diabetes sufferers, as well as more mainstream titles like The New York Times Magazine and Readers Digest. Euro RSCG Tonic in New York created the ads. Spending was not disclosed; the five-year-old brand was previously advertised only minimally at its launch, according to the client.

The





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