Lipitor is a cholesterol lowering drug made by Pfizer.
In September 2008, Pfizer resumed advertising for its cholesterol drug Lipitor. In February 2008, the drugmaker pulled its Lipitor ads, over charges they were misleading. The old ads featured artificial heart inventor Robert Jarvik, who appeared to be giving medical advice though he isn't a practicing physician. The new ads feature "John E.," a baby boomer and heart-attack survivor who "didn't take a cholesterol-fighting drug before his heart attack ... despite a history of high cholesterol." A Pfizer marketing executive said, "When we did testing with consumers ... John really resonated with them." Pfizer is eager to maximize sales before its patent on Lipitor ends in 2011. 
Articles and resources
Related SourceWatch articles
- Jon Kamp, "Pfizer Drops Celebrity Pitch in New Lipitor Spots: As Generics Catch Up, Dr. Jarvik Is Jettisoned From Heart-Drug Ads," Wall Street Journal (sub req'd), September 2, 2008.
- Ian Hall and Julia Hood, "Pfizer opens review for global Lipitor account", PR Week, October 5, 2006. (Sub req'd).
- Keith O'Brien, "Weber Shandwick nets global Lipitor business", PR Week, October 27, 2006. (Sub req'd).
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