Sanofi and Regeneron debut next generation in Dupixent’s asthma campaign

The lead­ing TV ad-spend­ing drug brand is get­ting a cam­paign re­fresh for one of its in­di­ca­tions. Sanofi and Re­gen­eron re­newed the ef­fort for Dupix­ent in asth­ma with light-heart­ed hu­mor around every­day mo­ments.

Peo­ple in the new com­mer­cial lift lug­gage, sing in the show­er, cry dur­ing a sad movie and just sleep while a voiceover asks, “When you can breathe bet­ter, what isn’t bet­ter?”

There hasn’t been a new TV com­mer­cial for Dupix­ent’s in­di­ca­tion for mod­er­ate-to-se­vere asth­ma since May 2023, ac­cord­ing to re­al-time TV ad track­er iS­pot.tv. Sanofi and Re­gen­eron spent $125 mil­lion on asth­ma-fo­cused na­tion­al buys last year, ac­cord­ing to iS­pot, which was down from $134 mil­lion in 2022 and $141 mil­lion in 2021.

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