Zantac Launches Integrated Marketing Campaign

Zantac, the No. 1 doctor-recommended over-the-counter H2-blocker, has introduced Captain Zantac, the new face of the brand.

Captain Zantac, a miniature animated fire captain that helps heartburn sufferers find solutions to leave them relieved and satisfied, is part of a new 360-degree brand equity campaign that includes national television advertising and other high-profile promotional materials in print, online and at retail.

“This is an exciting new chapter in the evolution of the Zantac brand,” said Ross Ullman, executive director of marketing at Boehringer Ingelheim Consumer Health Care, the makers of Zantac. “The introduction of an iconic Zantac character serves as a persuasive and memorable platform to cut through the heartburn advertising clutter and educate consumers on which heartburn solutions are really right for them. Our objective with this campaign is to help heartburn sufferers understand that not all heartburn medicines are the same – Zantac rushes relief in as little as 30 minutes.”

Captain Zantac is the only current animated character in the over-the-counter heartburn medication category. As a computer graphic animation, Captain Zantac and his firefighter crew blend with live action for a unique visual experience that Boehringer Ingelheim Consumer Health Care anticipates will have a long-lasting equity effect in the category.

Captain Zantac and the new TV commercial were developed in conjunction with Jomo LLC, an independent agency with extensive experience in consumer healthcare marketing, and Aardman Animations, a world leader in animation that has produced award-winning feature films, television series, television commercials and digital entertainment.

Ridgefield, Conn.-based Boehringer Ingelheim Pharmaceuticals, Inc. is the largest U.S. subsidiary of Boehringer Ingelheim Corporation and a member of the Boehringer Ingelheim group of companies. The Boehringer Ingelheim group is one of the world's 20 leading pharmaceutical companies.