The value of challenging the reinvention convention
Bums. We don't tend to talk about them. And it meant that piles sufferers were so embarrassed that they'd rather not be able to sit down than get treatment.
We saw an opportunity to tackle the taboo, stop this needless suffering, and build the brand.
And we did all that by having the brazen cheek to challenge every convention.
We made a serious market leader behave like a playful challenger.
We were right smart-arses when it came to inventive insight-finding.
We busted healthcare category norms that said a serious pain in...