Xenical, sold by Roche in the United States since 1999, has had only moderate success as a prescription drug in this country.
Part of the problem has been what Mr. Burton refers to as the "oops" factor — the drug's potentially embarrassing side effects. They can include diarrhea, flatulence and episodes of incontinence.
Emphasizing that the drug is not a magic pill, Mr. Burton said the company would look for committed consumers — those who are ready to make long term changes in the way they eat and exercise.
Mr. Burton also said the campaign would very clearly warn consumers about the drug's side effects, like flatulence and diarrhea, that become worse when the drug is taken along with a high-fat meal.
A diet devoid of fat, though, would make the pill largely superfluous.
"That's part of the honesty, the bluntness, the candor that we're going to put into our communications."
