#FierceMadness final: It's GSK's Trelegy vs. Boehringer's Ofev

FierceMadness2019
GlaxoSmithKline's COPD brand Trelegy is up against Boehringer Ingelheim's IPF brand Ofev in the #FierceMadness finale. (FiercePharma)

The #FierceMadness final game is set—and it’ll be GlaxoSmithKline's Trelegy taking on Boehringer Ingelheim's Ofev for the 2019 title.

In Final Four action, GSK’s catchy tune and message for COPD drug Trelegy propelled it to the final. It easily dismantled Amgen’s shadow emergency worker campaign for Repatha with a score of 1,216-651.

While a few commenters called the Trelegy jingle “annoying,” the overwhelming majority praised its catchiness and ease of message. As one voter said, “Great ad that engages patients with a clear and compelling message. The familiar tune also makes the message stick.”

In the other matchup, Boehringer Ingelheim’s boxing son talking about his father’s idiopathic pulmonary fibrosis for Ofev topped Amgen and Novartis’ Aimovig migraine ups-and-downs of life by a final tally of 2,594-1,875.

Commenters continued to note the empathy and realness in the Aimovig work not being afraid to show the good and the bad in a migraine sufferer’s life, but the final nod went to Ofev with comments like, “very emotional ad with a message of hope and resilience.”

Vote here for the winner through Sunday at midnight. Check back on Monday morning to see which drug takes the win!

Championship round (Vote here)

(4) Trelegy vs. (4) Ofev

Ad: Trelegy "Easy as 1-2-3"
Company: GlaxoSmithKline
This ad uses a throwback soundtrack to Jackson 5’s “Easy as 1-2-3” to highlight Trelegy, a 3-in-1 inhaler medicine.

Ad: Ofev "Family Ties"
Company: Boehringer Ingelheim
The boxer son of an idiopathic pulmonary fibrosis patient narrates the commercial, talking about his dad’s fight with IPF and how he inspires him.

Suggested Articles

It's taken years for Amarin's Vascepa to prove itself as a game-changing treatment for CV disease. An FDA committee may have just punched its pass.

Continuing its expansion efforts, Japan’s Fujifilm will make a major investment in its U.S. gene therapy operation in Texas.

With a potential approval next year in the up-and-coming NASH field, Intercept is staffing up its sales team and starting talks with payers.