For the launch campaign we created a product-is-hero campaign. Three commercials, all with different visual metaphors, demonstrated the dangers of prolonged acid reflux and the healing powers of Nexium. Fueled by the insight that patients were unaware of just how dangerous heartburn could be, we converted 500,000 people in just six months. Two subsequent campaigns took a less dire approach. We leaned into a more patient centric insight – life was different for people with acid reflux – because their eating, sleeping and social lives were affected by the condition. By the end of 2009 Nexium had global sales of over 5 billion dollars.