Allergy Ad Packs a Punch

NEW YORK, NY--(Marketwired - May 6, 2015) - New ads and sales materials, created by Glue Advertising for Meda Pharmaceuticals' seasonal nasal allergy medication Dymista® (azelastine hydrochloride and fluticasone propionate) nasal spray, demonstrate how provocative, insight-based images can capture the attention of consumers and physicians and convey important healthcare information.

"Our newest Dymista advertising shows a man getting 'punched in the face' by a fist made of pollen. It's quite an arresting visual that simulates how seasonal nasal allergies make patients feel," states Stuart Loesch, Vice President of Marketing for Meda in the United States.

The campaign isn't provocative just to be provocative. Meda Pharmaceuticals and Glue Advertising conducted extensive consumer research and found that patients equate the misery of seasonal nasal allergies with being punched in the nose. The pollen punch is a visceral representation of the extreme misery that allergy sufferers feel, something that non-sufferers cannot truly appreciate.

"The depiction of pollen delivering a knockout blow is not only accurate, but engaging," comments Rich Moret, CEO of Moret & Associates, a veteran advertising expert and recipient of the American Advertising Federation's highest honor, the Silver Medal Award. "Whether aimed at a physician or patient, advertising must dare to be seen in order to be effective. And this Dymista ad certainly will grab attention."

Online Journalist Matt Williams has reported that striking imagery and messages "quickly and powerfully bring an issue to the forefront of a person's mind." He reported on an ad campaign that "saw a 33 per cent increase in awareness" when it utilized such an approach -- a substantial increase.

The pollen fist not only breaks through, but also implores viewers to appreciate its underlying message -- allergies can pack a punch, so make sure you're prepared to fight back. And Dymista is poised to deflect allergy misery: Only Dymista offers fast relief and inflammation control -- with every dose.

"While the fist displayed in the Dymista ads is obviously not real, we believe the metaphor of being punched in the face by pollen accurately depicts the often-understated severity of seasonal nasal allergies," states Cindy Machles who, as CEO, heads up Glue Advertising with partner and President Alan Rothenberg. "As creative healthcare experts, Meda saw how a simulated 'nose punch' could be effective in galvanizing physicians and patients around the need for effective treatment."

Meda AB (publ) is a leading international specialty pharma company. Meda's products are sold in more than 150 countries worldwide, and the company is represented by its own organizations in over 60 countries. The Meda share is listed under Large Cap on Nasdaq Stockholm. Learn more at www.medapharma.us or www.meda.se.

Glue Advertising is an entrepreneurial privately held agency formed by two veterans of consumer and healthcare marketing and advertising. What motivates them most is exceeding expectations about what an agency can do. Learn more at www.glueadvertising.com. The new campaign can be seen at www.dymista.com.

IMPORTANT SAFETY INFORMATION

• Dymista Nasal Spray can cause sleepiness or drowsiness. Do not drive, operate machinery, or do anything that you need to be alert for until you know how Dymista Nasal Spray affects you.
  
  
• Do not drink alcohol or take any other medicines that may cause you to feel sleepy while using Dymista Nasal Spray. This can increase your chances of having serious side effects.
  
  

Dymista Nasal Spray may cause serious side effects including:

• Sleepiness or drowsiness
• Nasal Problems. Symptoms of nasal problems may include: crusting in the nose, nosebleeds, runny nose, hole in the cartilage between your nose (nasal septal perforation). A whistling sound when you breathe may be a symptom of nasal septal perforation.
• Slow wound healing. You should not use Dymista Nasal Spray until your nose has healed if you have a sore in your nose, if you have had surgery on your nose, or if your nose has been injured.
• Thrush (Candida), a fungal infection in your nose and throat. Tell your doctor if you have any redness or white colored patches in your nose or mouth.
• Eye problems, such as glaucoma or cataracts. Some people may have eye problems, including glaucoma and cataracts. You should have regular eye exams when using Dymista Nasal Spray.
• Immune system problems that may increase your risk of infections. Dymista Nasal Spray may cause problems with the way your immune system protects your body against infection and increase your risk of infection. Avoid contact with people who have contagious diseases such as chickenpox or measles while you use Dymista Nasal Spray. Symptoms of infection may include: fever, aches or pains, chills, feeling tired.
• Adrenal Insufficiency. Adrenal insufficiency is a condition in which the adrenal glands do not make enough steroid hormones. Symptoms of adrenal insufficiency may include: tiredness weakness, nausea, vomiting, low blood pressure.
• Slowed or delayed growth in children. A child's growth should be checked regularly while using Dymista Nasal Spray.

Call your healthcare provider or get medical help right away if you have symptoms of any of the serious side effects listed above.

The most common side effects with Dymista are changes in taste, nosebleeds, and headache.

Tell your doctor if you have any side effect that bothers you or that does not go away. These are not all of the possible side effects of Dymista Nasal Spray. For more information, ask your healthcare provider or pharmacist.

Tell your healthcare provider about all the medicines you take, including prescription and nonprescription medicines, vitamins, and herbal supplements. Dymista Nasal Spray may affect the way other medicines work, and other medicines may affect how Dymista Nasal Spray works. Especially tell your healthcare provider if you take:

• ritonavir (Norvir) or medicines that contain ritonavir (commonly used to treat HIV infection or AIDS)
• ketoconazole, fluconazole, or itraconazole (for fungal infections)

Tell your doctor if you are pregnant or plan to become pregnant; it is not known if Dymista Nasal Spray will harm your unborn baby.

You are encouraged to report negative side effects of prescription drugs to the FDA. Visit www.FDA.gov/medwatch or call 1-800-FDA-1088

APPROVED USES
Dymista Nasal Spray is a prescription medicine used to treat symptoms of seasonal allergic rhinitis in people 6 years of age and older, who need treatment with both azelastine hydrochloride and fluticasone propionate. It helps reduce the symptoms of seasonal allergic rhinitis (inflammation of the lining of the nose), such as runny nose, stuffy nose, itching, and sneezing.

Please see additional Important Safety Information on previous page and

Full Prescribing Information at http://dymista.com/DymistaUSPI.pdf.