Hylenex

Launching hylenex, a new pediatric product, and introducing a new method of rehydration created interesting challenges. IV was the standard of care and clinicians were unfamiliar with subcutaneous (Sub-Q) rehydration, but we were confident that a campaign that incorporated the product’s MOA would demonstrate immediately the unique advantages of this new procedure. As fluids are critical to rehydration, the team concepted a branded submarine that perfectly illustrates the Sub-Q process. Market research verified its relevance: the campaign successfully tied the whimsical, age-appropriate and indication-specific icon to the product’s MOA, while the headline served as a simple and accessible call to action.