Never fear. Scare tactics are here.

Disease awareness is always a balancing act between capturing attention and fear-mongering. But sometimes the fear factor is the only thing that will drive action.

This bridging campaign from unbranded disease awareness to branded product differentiation was all about the risk of developing ulcers when taking standard ibuprofen at high doses. The differentiator for Duexis was it's gastroprotection. So the whole campaign centered around a hole in the stomach and the lack thereof. We capitalized on dark scary colors and bold stats to demonstrate the problem, then transitioned to brighter feel-good colors once they clicked through to the branded side of this digital campaign.

Detail aids mimicked the branded side of course. Until Horizon dropped personal selling entirely and leaned on the digital side to do it all. Guess they thought this product sold itself.

And Horizon's sister product, VIMOVO followed the same stat-based wake-up call model—with a touch less scare factor and an in crease in humanity.

These campaigns were the intellectual property of Calcium USA and Horizon Pharma.