Our campaign was born out of one simple idea: educate consumers before alli is even available. We wrote and designed a 152-page book called 'are you losing it?' that articulated a fresh, honest approach to weight loss. We wanted people to interact with the alli brand, so we created the alli experience, a pop-up retail space in New York designed not to move product, but to empower, educate and prepare people for alli. Our retail displays were designed to guide shoppers behavior to pause - and then make an informed purchase.

2 million alli packages were sold in the first four months alli was available, generating $150 million in sales.The average NYTimes Bestseller sells 175,000 copies - 'are you losing it?' sold 329,000.Of the 10,000+ visitors to the alli experience in New York, 95% left knowing alli requires a commitment to a lifestyle change.The combined effect of the book, the alli experience, and the displays led to strong sales figures and positive word of mouth. alli is one of the most successful prescription-only to over-the-counter switches in history.