UNIVASC: Heart of the matter

Standing out within a class effect. All ACE inhibitors were considered the same so capturing attention was key.

This is an oldie but a goodie. I can't retire it from the portfolio for nostalgic reasons and strategic ones. First off, the illustrations were fantastic takes on the heart swoosh from the branding. These were monthly reminder mailings that came together as a beautiful calendar for the year... ???. Sorry, I can't tell you that for fear of agism. Let's just say this was accompanied by my very first detail aid. Actually detail aids, plural. Defying conventions that I was just learning about, I split them into 3 pieces for 3 calls. Each had design consistency to parallel the illustrated campaign, using the heart swoosh as a die cut. And despite the commonly accepted principle that you can't win based on cost, we reframed our price advantages as overall value and took advantage of the class effect among ACEs to gain ground on the big boys.

This campaign was the intellectual property of Vox Medica and Schwarz Pharma.