alli

When launching the first and only FDA-approved, over-the-counter weight-loss product, GlaxoSmithKline needed a name that communicated its unique nature to the target audience—a pill plus weight-loss program that helps consumers achieve safe, sustainable weight loss. Applebaum was brought in to create an effective brand identity for this unique OTC offering.

The brand name Alli delivers the message with a simplicity and positive tone that works well for both the pill and the program (myAlliplan) and provides a memorable hook to help drive brand awareness. The name suggests a supportive and encouraging partner, positioning the brand as a key component in a successful weight-loss plan.