BrandWeek Bashes Exubera
Ouch, Pfizer is getting hit hard on what appears to be the impending commercial failure of Exubera, the first-ever market-ready inhalable insulin. On Monday, BrandWeek (the marketing industry’s premiere weekly publication) called it the “Billion-Dollar Bong“:
“Last year, Pfizer paid Sanofi-Aventis $1.4 billion for Exubera, a new inhaled insulin product for diabetics that Pfizer forecast would produce $2 billion in sales every year.











