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As Prilosec was reaching the end of its patent protection, building brand loyalty was absolutely essential. Retail and internet marketing were used independent of national broadcast to connect with (primarily) women and let them know they could pursue their lives heartburn-free with POTC.

Affinity tie-ins with NFL, NASCAR and Bunco, as well as couponing, sweepstakes and premiums kept the brand constantly in front of consumers and lead them create a new purchase habit.

The brand that “blocks the burn before it begins” blocked the competitors before they began.