{"id":5776,"date":"2016-04-14T16:25:00","date_gmt":"2016-04-14T16:25:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/irritabelle-viberzi-irritable-sidekick\/"},"modified":"2019-02-21T01:15:07","modified_gmt":"2019-02-21T01:15:07","slug":"irritabelle-viberzi-irritable-sidekick","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/","title":{"rendered":"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick"},"content":{"rendered":"<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"https:\/\/2.bp.blogspot.com\/-5sPI_sOazow\/Vw-8ejw1EJI\/AAAAAAAAIos\/GcptkmVS2Y4lPrlscC4nAD-h_fr4aD56gCLcB\/s1600\/Irritabelle-cropped.jpg\" imageanchor=\"1\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"320\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/04\/Irritabelle-cropped.jpg\" width=\"229\" \/><\/a><\/div>\n<p>I&#8217;ve just added a new slide to my &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2015\/12\/gallery-of-drug-advertising-mascots.html\">Gallery of Drug Advertising Mascots<\/a>&#8221; PPT presentation: &#8220;Irritabelle,&#8221; the Viderzi \u201cirritable (bowel) sidekick.\u201d Viberzi is a new drug, approved for the treatment of IBS-D (Irritable Bowel Syndrome With Diarrhea).<\/p>\n<p>The character is played by a real person dressed in a flesh-colored body suit imprinted with both large and small intestines. The ad was created by Arnold Worldwide for Allergan, a company I&#8217;ve written about in the past (see <a href=\"http:\/\/pharma-mkting.com\/blog\/2016\/04\/phrma-intern-retrospective-reminder-ad.html\">here<\/a>).<\/p>\n<p>Talk about irritable! Irritabelle enjoys nothing more than preventing her alter-ego IBS-D sufferer (no name given) from enjoying her life. In comparison, Xifaxan\u2019s \u201c<a href=\"http:\/\/sco.lt\/5WS4sz\">Bubble Guy<\/a>\u201d is a joy.<\/p>\n<p>Poor IBS-D sufferer can&#8217;t go out tonight because of abdominal pain brought to life by Irritabelle &#8211; a &#8220;kooky colon&#8221; who makes life difficult for her owner\/alter-ego. &#8220;Who makes the decisions around here?&#8221;, Irritable asks her alter-ego and answers &#8220;It&#8217;s me!&#8221;<\/p>\n<p>It&#8217;s amazing how many buzzwords creative ad directors use to describe their work. Click on &#8220;Read more&#8221; for some insights by Arnold executive creative director Gary Scheiner.<\/p>\n<p><a name='more'><\/a><\/p>\n<ul>\n<li>&#8220;By creating a manifestation of IBS-D symptoms using a real person, we were able to show the changing dynamics of their relationship [to the condition] more effectively and meaningfully.&#8221;<\/li>\n<li>&#8220;We wanted this work to be highly relatable and effective in engaging patients, and to motivate them to take action.&#8221;&nbsp;<\/li>\n<li>&#8220;We intentionally parodied some of the category conventions like walking on the beach or riding bikes&#8230; Done with Irritabelle, those activities become fresh and memorable.&#8221;<\/li>\n<\/ul>\n<p>Source: &#8220;<a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/ad-day-meet-irritabelle-your-irritable-bowel-sidekick-campy-ads-viberzi-170811\">Ad of the Day: Meet Irritabelle, Your Irritable Bowel Sidekick, in Campy Ads for Viberzi<\/a>&#8220;<\/p>\n<p>View the commercial inserted below and judge for yourself how &#8220;effective,&#8221; &#8220;meaningful,&#8221; &#8220;relatable,&#8221; &#8220;memorable,&#8221; and &#8220;effective&#8221; it is.<\/p>\n<p><iframe loading=\"lazy\" allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/-gK22mfJjm4\" width=\"560\"><\/iframe><\/p>\n<p>At least &nbsp;Ilana Becker, the actress who portrays Irritabelle in the ads, has a real world viewpoint: &#8220;I wanted this job from the moment I laid eyes on the copy.&nbsp;I remember thinking how much fun it would be to be able to bring Irritabelle to life.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ve just added a new slide to my &#8220;Gallery of Drug Advertising Mascots&#8221; PPT presentation: &#8220;Irritabelle,&#8221; the Viderzi \u201cirritable (bowel) sidekick.\u201d Viberzi is a new drug, approved for the treatment of IBS-D (Irritable Bowel Syndrome With Diarrhea). The character is played by a real person dressed in a flesh-colored body suit imprinted with both large [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12151,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86,268,269,77,270],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"I&#8217;ve just added a new slide to my &#8220;Gallery of Drug Advertising Mascots&#8221; PPT presentation: &#8220;Irritabelle,&#8221; the Viderzi \u201cirritable (bowel) sidekick.\u201d Viberzi is a new drug, approved for the treatment of IBS-D (Irritable Bowel Syndrome With Diarrhea). The character is played by a real person dressed in a flesh-colored body suit imprinted with both large [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-14T16:25:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:15:07+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/04\/Irritabelle-cropped.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"230\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/\",\"name\":\"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2016-04-14T16:25:00+00:00\",\"dateModified\":\"2019-02-21T01:15:07+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/irritabelle-viberzi-irritable-sidekick\/","og_locale":"en_US","og_type":"article","og_title":"\u201cIrritabelle,\u201d The Viberzi Irritable Sidekick - Pharma Marketing Network","og_description":"I&#8217;ve just added a new slide to my &#8220;Gallery of Drug Advertising Mascots&#8221; 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