AWARDS:
Gold, Healthcare category
New York Festivals Advertising Award
CHALLENGE:
Every diabetic testing kit claims that its needles cause no pain. However, BD had created the world’s thinnest needle, and why say it when you can demonstrate it.
SOLUTION:
While experimenting, we discovered the needle pierces but fails to burst a balloon. BD’s claim stood out from the competition.
RESULT:
Once the campaign broke, pharmacies sold out of the kits in test markets, and the launch's success resulted in J&J purchasing the monitors.
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