Lengthening the lifecycle

Lovenox was a blockbuster blood-thinner with a reputation without compare. Biosimilars were making headway and the Fresh Look campaign was designed to keep them at bay.

This ongoing direct mail series used simple objects to replicate the branded L shape from the Lovenox logo swoosh. Each mailing and shape reflected a different topic that was meant to keep the brand top of mind and reinforce all the many reasons that it had been so successful for so long. From obvious things like clocks for durability, to quirky stuff like banana peels to symbolize risk, this campaign could go on and on. As long as the life cycle and generic entry didn't get in the way.

Meanwhile a strength in numbers direct selling campaign was simultaneously reinforcing the proven reputation and unique nature of the Lovenox molecule. Heritage, support, efficacy. We used every argument to keep docs from turning to the generics.

These campaigns were the intellectual property of Euro RSCG Life: Catapult and Sanofi-Aventis Pharmaceuticals.