Which painkiller's 2004 product launch revolutionized pharmaceutical marketing with its integrated consumer-physician approach, but later faced controversy over risk disclosures?

In the competitive pharmaceutical industry, product launches can make or break a medication's market success. One particular painkiller launch in the early 2000s revolutionized pharmaceutical marketing by combining direct-to-consumer advertising with an unprecedented educational campaign for healthcare providers. This launch strategy permanently changed how prescription medications are marketed and became a case study in medical product marketing. Can you identify this groundbreaking product launch?

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Celebrex, with its 'Celebrate Activity' campaign targeting arthritis patients and orthopedic specialists simultaneously
Vioxx, featuring the 'Every Day Made Easier' campaign that later became infamous after the product's market withdrawal
Lyrica, with its pioneering 'Pain Speaks' testimonial videos shared with both consumers and pain management clinics
OxyContin, through its 'Pain Relief That Works' campaign targeting primary care physicians and chronic pain patients