CLIENT: GlaxoSmithKline
PROJECT: Naming, Case study

When launching the first and only over-the-counter weight-loss product to be approved by the FDA, GlaxoSmithKline needed a name that would convey its unique positioning to the target audience — a pill plus weight-loss program that helps a person achieve safe, sustainable weight loss. The brand name allī delivers the message with a simplicity and positive tone that works for both the pill and the program (myallīplan), providing 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.