Pariet is in the PPI class of gastroesophageal reflux disease medications. At it’s time of launch, the market was crowded with PPIs, but Pariet had several “patient-centric” advantages. It cost 40% less than it’s main competitor, plus one dose per day offered 24 hour acid suppression. Our launch campaign was very different for the category. We were able to differentiate the brand by suggesting dissatisfaction with the current therapies, and creating the unique positioning of a “PPI for the People”.