When launching the first over-the-counter weight-loss product approved by the FDA, GlaxoSmithKline needed a name that would signal something new in the category—a pill plus weight-loss program that helps a person achieve safe, sustainable weight loss. The brand name alli delivers the message with a simplicity and positive tone that works well for both the pill and the program, myallīplan. It connects with the audience on an emotional level, suggesting a supportive and encouraging partner, positioning the brand as a key component in a successful weight-loss plan.