Trulicity: Getting real with Hispanics about type-2 diabetes

Angela Rodriguez, Luke Roberts

Diabetes medication Trulicity created Always Moving Forward (AMF), a culture-first campaign targeting the Hispanic community in the USA, to grow sales 20%, achieve 72% brand persuasion and attract 1 million new consumers to its website.

Campaign details

Brand: Trulicity Brand owner: Eli Lilly Entrant company: ALMA DDBIdea creation: Publicis New York Market: United States Sector: DTC, prescription products Media channels: Video on demand, Social media, Websites & microsites, Online display, Online video, Other & ambient media Budget: Over 20 million

Executive summary

Trulicity wanted to maintain its leadership position with adult Hispanic type 2 diabetes (T2D) patients. To do this, the brand wanted to be present in their daily lives, but it knew that Hispanics did not focus...

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