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'Lurker' stars in ad for Prevacid24.

LONDON -- There's a new campaign targeting chronic heartburn sufferers created by Deutsch Inc. featuring the Lurker, an animated fireball character promoting Prevacid24, which is licensed by GlaxoSmithKline PLC (GSK) fromTakeda Pharmaceuticals.

In the ad, the Lurker watches in hiding as two women have lunch until the Lurker flame appears and chases off one of the women who didn't take her Prevacid.

The idea behind the Lurker character was to convey the risk of frequent and recurrent heartburn, according to a GSK spokesperson.

The new ad capitalizes on the growing market for heartburn treatments, which is due, in part, to many medications for heartburn, such as Prevacid, becoming available over the counter.

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Title Annotation:CATEGORY INSIGHTS: DIGESTIVES
Publication:Chain Drug Review
Date:Feb 6, 2017
Words:111
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