D’Arcy Chosen For New Drug Account

D’Arcy Masius Benton & Bowles has won the estimated $60 million-plus creative account for the over-the-counter version of Pravachol, which as yet has no launch date, sources said.

The cholesterol-reducing drug from Bristol-Myers Squibb will continue to be available in prescription form even after the OTC version is introduced, sources said. The OTC Pravachol is awaiting the FDA’s approval.

It is believed Bozell Worldwide in New York will continue to handle the Rx Pravachol and was one of the contenders in the four-month review. Others were DDB Corbett in Chicago, Robert A. Becker/Euro RSCG in New York and Quantum Group in Parsippany, N.J.

Media buying and planning are handled in-house and were not part of the review, a source said.

Neither D’Arcy in New York nor Bozell officials could be reached for comment. Officials at Bristol-Myers Squibb in Princeton, N.J., could not be reached either.

Bozell’s most recent TV work on Pravachol is a 60-second spot that shows a man and a boy fishing. The voiceover says, “Who says you can’t share secrets with your grandson for years and years?” The ad cuts to an older woman and a girl shown on the beach as the voiceover asks, “Who says you can’t watch the waves break for many summers to come?”

The ad goes on to tout Pravachol as a drug for those at risk for heart attacks and those who have high cholesterol or heart disease.

Owned by Bcom3, D’Arcy has experience in at least one OTC launch: Alleve in the U.S. in 1994, when it was owned by Procter & Gamble.

Pravachol spent about $20 million in media from January through July of this year, per Competitive Media Reporting.