NEW YORK, New York (PMB) -- The Critters that appear in many direct-to-consumer (DTC) drug ads will go on strike early Tuesday after their negotiating team recommended a walkout over royalties that could immediately pinch primetime news shows that depend on the ads for revenue.
The DTC Critters Guild of America (DTC-CGA) board voted unanimously to strike as of 12:01 a.m. Monday (3:01 a.m. ET), officials said.
The walkout will be the first in 10 years since the FDA loosened DTC regulations.
The labor impasse is over royalties from use of DTC in alternative media such as blogs, podcasts, web boards, YouTube -- all the various places their works are now distributed, including Internet downloads.
For the full story, including insights from Mr. Mucinex, Beaver, Stippy the Turd, and Honest Abe, see today's post to Pharma Marketing Blog.
In a related story, the WSJ Health Blog reports that Mr. Mucinex is worth $2.3 billion to Reckitt Benckiser, the company that hires him to appear in the Mucinex DTC ads (see "How a Talking Loogie Landed a Multi-Billion Dollar Deal").