Launching a new product is always tough. Launching a pain medication has to be one of the toughest. In testing, the “I AM “ campaign resonated well with consumers and also had a memorable tie in to the product name. Although the consumer print campaign was developed first, the plan was to launch via brochures in the doctors office. But that day would never come. Although consumers felt the need for the drug, the FDA did not – so after much money was spent, the product launch was ended before it could even start.