Varenzin - Product Launch (branding)
Varenzin™-CA1 is the FIRST and ONLY FDA conditionally approved option for the treatment of non-regenerative anemia in cats with chronic kidney disease (CKD), setting the new standard of care for cats suffering from the debilitating effects of this often fatal disease. Our agency was tasked with high level campaign concepts to bring this brand to market.
CONCEPT 1 - PIONEERING
This route puts the science front and center. We visually and verbally highlight Varenzin-CA1 as a scientific breakthrough, a one-of-a-kind revolutionary innovation and a game-changer in the treatment of CKD and its associated problems. The tone of this approach is performance-lead, practical, clinical and to the point.
CONCEPT 2 - DESIGNED FOR CATS / EFFECTIVE
We believe there is something very powerful in the fact that, in a world where human drugs have been the only available option, there now exists a product created specifically for cats. Due to the significance of this breakthrough, it seems only fitting to select a logomark that represents the cat and the heart-forward nature of this brand. This allows us to emphasize the “first and only” claim while driving brand awareness from the start.
Motion Study
CONCEPT 3 - COLLABORATION
In this route, we focus on achievement and success as a result of collaboration. We highlight the success of Varenzin-CA1 stemming from the collaboration and endorsement
of top-rated KOLs in the field of CKD-related anemia. The power of vet approval emphasizes the empathy of the brand. It demonstrates the ability to listen to vets’ needs and produce a drug that meets and exceeds expectations with regards to safety and efficacy. The tone of voice inspires trust, community, collaboration: the power of great minds working together for a better future.
INITIAL CONCEPTS / HOW WE GOT THERE
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