How do you bring emotion to a functional category?


We helped Sprycel stand out from the competition by creating a strong emotional positioning


Sprycel asked us to “Help us identify a compelling positioning for Sprycel that differentiates from a functionally similar competitors”


We identified a number of communication routes that would drive growth using an emotional hook for physicians to easily latch onto. After crafting and refinement this led to one big, brilliantly simple and engaging communication idea: “live your life with Sprycel”. Delivering on a robust insight, a reason to believe and current product attributes.


Our client was promoted and the revenue generated by our thinking is now being invested into the R&D of new drugs that will hopefully one day similarly improve quality and duration of life for patients suffering from as yet unresolved diseases.

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