Bowel prep to ensure successful colonoscopies
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A campaign that left polyps no place to hide
One of the many wonderful things about this client was that they didn't take themselves too seriously. Its not often one can use humor in pharma work but this lighthearted campaign helped to invigorate a 100 year old product and keep it top of mind with colonoscopy physicians. Success began by convincing client of the long-term potential in developing a brand mascot to act as “spokespolyp” for the product’s evolving tactical communication initiatives.
The launch showed our character exposed to the scope’s glare in a spotless colon, revealed for excision.
As the campaign evolved over 4 years, the world became truly this insouciant and plucky polyp’s oyster, though wherever it roamed, it found it had “no place to hide.”
Winning hearts, one city at a time
A fun series of mailings around the theme of "wherever I am, you'll find me" invited physicians to visit the Fleet booth at respective conferences, leveraging each city's popular characteristics.
The great Switcheroo!
Fleet eventually packaged everything needed into a kit form, but despite the safety and convenience benefits of the EZ-Prep kit, many physicians continued using the old laxative product. We needed to come right out and say,
“Let go of the past, switch to the new.”
In addition to the ad, I created a game for the Fleet booth at conferences. Physicians would mimic the action of the character and throw two of the “old” packs over their shoulders into buckets, aiming for a high score, anchoring the replacement strategy in their muscle memory. Docs stood in line to play, which proves something, though I'm not sure what.