Alli one of thousands of diet pills in an over-saturated category, with many pills doing more harm than good. Alll was different in that it was one of the few diet aids that was FDA approved. Plus it was the #1 recommended pharmacist brand. With those claims in place we set out to launch alli as not the miracle weight loss pill, but more of a trusted OTC medication that aided patients in obtaining an overall healthy life. We also wanted a voice that helped to motivate patients without seeming unrealistic. For our campaign, we relied on a steady diet of FSIs/POS throughout the year. We also created an online healthy recipe contest that help further convey that alli is more of an aid to support a well-balanced lifestyle.