The story behind the campaign
Challenge
A two fold challenge existed here, ensuring effective communication of a complex pharmaceutical in a consumer friendly way, and secondly overcoming the strict FDA regulations that limited benefit claims.
Creative concept
Working with the core truth that our targeted women were on a quest for easy weight loss solutions, we chose to focus on telling the Chitosan story (the active ingredient in Verena Sure that effortlessly captured fat when consumed with foods). Chitosan’s very function led to the core creative idea… Nothing gets past the policing power of Chitosan. This idea led to the...