Introducing Nothing

Before there was Skyrizi, there was AVIVA. Irony and simplicity can do a lot to sell IV bags. Or psoriasis drugs.

The biggest attributes of Baxter's latest IV bag were what it didn't have. Namely all the things people were worried about at the time. From environmental concerns to safety and allergenic ones, this bag was free of them all. The layout is clean and clear like the product itself. Meant to demonstrate peace of mind.

I can't help but think of this campaign every time I see the "Nothing is Everything" line for Skyrizi. That one was written by a friend before I knew him, so there's no theft alleged. But good minds think alike and he definitely helped that brand become a blockbuster. However, AVIVA never really replaced VIAFLEX as we hoped. Guess hospitals and insurance companies don't really want to pay for peace of mind.

This campaign was the intellectual property of Vox Medica and Baxter Pharmaceuticals.