Everybody Loves Sanofi's Giant Human Colon

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Sanofi-Aventis has installed a 20-foot long, walk-through model of a human colon in NYC’s Times Square (see video).

The stunt is to promote colon exams for the middle aged and Sanofi’s Eloxatin, for which the FDA added a colon cancer approval in February.

The red plastic model has all the usual features and horrors one might expect. Viewers get to see a bulging cancer, healthy colon tissue, and precancerous polyps inside the big red tube.

The “Super Colon,” as Sanofi has taken to calling it, will resume its cross country tour once it is done with New York.

As you can see here and here, people seem to like it.

Tags: Here, Federal Government, Corporate Communications, Government, Marketing, Jim Edwards

Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.

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