After FDA approval, alli diet pill received exciting responses from million of people. Now, the pharmaceutical giant GlaxoSmithKline (GSK) want to introduce its new diet pill alli as not just a pill, but as part of a comprehensive program of education, nutrition and behavioral support.

Last year, GSK also launched a “Meet Alli” tour in malls nationwide, where dietitians offered consultation and free Alli pills for six months to weight-conscious shoppers.

Susan Polachek, svp/account director at Arnold, the lead agency for alli, said, "The market is full of overpromising and underdelivering diet pills. But, Alli is different."

The scheme to tout the message that consumers can lose 50% more weight with alli than with diets alone. However, to do so they also wanted to promote the fact that alli is not "a magic pill" and it only works if a person sticks to a low-calorie, healthy diet.

GSK and Arnold created additional tools, beyond the pill, that they could use to succeed. This includes a book called Are you losing it? Losing weight without losing your mind.

Alli was the most successful over-the-counter launch in GSK history. It immediately grabbed more than half (53%) of all sales within the OTC diet pill category, per market research firm Spectra, New York. Alli exceeded sales goals by generating $49 million in its first three months, per the company. This was 26% higher than GSK had forecasted.

A reduced strength formulation of weight-loss drug Xenical (orlistat), alli is the only FDA-endorsed weight-loss drug available without a prescription.

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