Purdue Products, Think 360 promote laxative line to younger audience

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Integrated marketing agency Think 360 is working with pharmaceutical company Purdue Products on an effort promoting the Colace line of laxative products to a younger audience.

The “Best Seats in the House” campaign, which runs through November 6, is a multichannel sweepstakes that consumers can enter to win Ticketmaster gift cards. The effort calls consumers to enter through online and in-store advertising.

“They were looking to contemporize the brand and get some attention from younger consumers, so the idea of giving out tickets helped us appeal to a broader audience,” said Ellen Greenfield, VP and account director at Think 360.

Purdue Products is the division of Purdue Pharma that makes over-the-counter goods. Ad agency Della Femina Rothschild Jeary and Partners and PR firm Pollock Communications are also working on the initiative.

Purdue first hired the agency for work about a year ago, but it has added additional duties since then.

The agency also announced that it is working in various capacities with E&J Gallo Winery, Sandra Lee Semi-Homemade and Tata Beverage Group, the owner of the Tetley tea brand. It is AOR for Tata Beverage Group.

The agency began work with Tata in September, and started its duties for E&J Gallo in August.

The agency also announced the hire of Roy Barker as its chief creative officer.

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