CUT THROUGH THE CLUTTER
agency: AbelsonTaylor
brand: Azor
client: Daiichi Sankyo
photo from left: Melissa Bauer, account supervisor • Mark Wasserman, associate creative director, copy • Joanne Casey, senior copywriter • Natalie Sandstedt, account director • Brian Wheatley, associate creative director, art • Jane Betz, senior art director
With its striking use of color and powerful imagery, AbelsonTaylor's campaign for Azor visually captures its unique mechanism of action—two antihypertensive agents working together to lower blood pressure.
Using Douglas Fraser's retro-modern art style to capture the power and strength of the drug, AT created a unique branding style that carries through to the sales material and patient information.
Rather than focus on lowering blood pressure, the creative team concentrated on "cutting" hypertension, which they felt was a more aggressive sound bite for the Azor sales reps.
The strength of the artwork stands up to the power message. But AT also gets a vote for accuracy: The section of the sphyg that the two workers are sawing is actually the point at which blood pressure is supposed to be.
"It is no secret that the hypertension market is very crowded," says AT's Natalie Sandstedt. "We needed something that was going to stand out and pop, and I think the imagery working on the red background helps solve that problem."
Azor debuted in the market in October, along with this launch ad. According to AT, the journal ads tested very well with physicians and received total buy-in from sales reps.
HOME ›› NEXT AGENCY
What Every Pharma CEO Should Know About Unlocking the Potential of Scientific Data
December 11th 2024When integrated into pharmaceutical enterprises, scientific data has the potential to drive organizational growth and innovation. Mikael Hagstroem, CEO at leading laboratory informatics provider LabVantage Solutions, discusses how technology partners add significant value to pharmaceutical R&D, in addition to manufacturing quality.
Key Findings of the NIAGARA and HIMALAYA Trials
November 8th 2024In this episode of the Pharmaceutical Executive podcast, Shubh Goel, head of immuno-oncology, gastrointestinal tumors, US oncology business unit, AstraZeneca, discusses the findings of the NIAGARA trial in bladder cancer and the significance of the five-year overall survival data from the HIMALAYA trial, particularly the long-term efficacy of the STRIDE regimen for unresectable liver cancer.