Allergan awarded Pacific Communications the DTC assignment for its severe axillary hyperhidrosis (severe underarm sweating) indication on Botox following a competitive pitch. The campaign, featuring print ads in women's magazines as well as patient brochures and in-office materials, will target young professional women, emphasizing expanded wardrobe possibilities when underarm sweating is brought under control. Pacific Communications already handles professional advertising for the brand, but DTC has traditionally been tasked to big consumer shops. The agency first launched Botox as Allergan's in-house shop but was spun off in 1993 and lost the business before regaining professional for the brand in 2004.
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