GlaxoSmithKline's (NYSE: GSK) Alli, the first ever over-the-counter weight loss drug approved by the FDA, will be available in late June, almost hitting the market in time for this summer's bathing suit season.

The drug will likely become immediately popular, because it will be FDA tested and approved (unlike Trimspa and Hoodia), but available over-the counter (unlike Meridia and Xenical). Helping it to become a household name is the $150M+ marketing push the drug is getting this year. The advertising has already begun -- I saw an ad for Alli while researching GNC's website for this blog. This should be enough to bring the drug to the forefront of our obese culture's mind. However, the advertising won't be able to keep it there. Only results will.

And unlike past drug treatments for obesity, this one is being very upfront about what it is and isn't. It is not a magic pill, says the website, myalli.com, and the most active ingredient for it to work is you. This is both good and bad for Glaxo. The good news for the company is that they will not be told they are advertising the product falsely -- the website is all about how you have to be ready to change your lifestyle for it to work, and how if you don't, the drug will give you less than desirable side-effects. The bad news is that this is much less likely to be a blockbuster drug if it is not the miracle obesity pill the market has been dying for, which it sadly doesn't appear to be.

All in all, I'd say this is no home run, but a stand-up double for Glaxo. Alli will help those willing to work at it, and strengthen the company's consumer healthcare products segment, fitting in nicely with anti-smoking drug Nicoderm. It will not, if Alli's website is any indication, revolutionize dieting in our instant gratification seeking country.

(On a totally unrelated note, Google ought to sue Glaxo for copyright infringement -- the Alli logo strongly resembles Google's own logo. Although I guess Google would have a tough time with anything like that, with all the heat they are facing since taking over YouTube and all.)