PATHWAY DESTINATION AMW Areas of Work: Strategy & Positioning | Channel Strategy
Moms and kids are used to pills for ADHD. Daytrana offered additional flexibility and control, but didn’t know how to get their target to accept a whole new dosage form. That’s the conundrum they brought to us with less than a year before launch.
We helped develop a strong and ownable positioning that grew out of research with moms and kids and collaboration with the clinical and regulatory team which allowed us to identify claims that would resonate best with these targets. We then delivered a creative brief and worked closely with Daytrana’s ad agency to shape a simple and memorable creative idea that translated seamlessly across all media.
The “Stick it to ADHD” campaign proved so successful in consumer ads, it was adapted for Physician detail aids and communications. It also formed the basis of a retention program for new Daytrana users called STICK – “Strategies to Improve Coping for Kids and families.”
Creative Agency of Record: The Kaplan Thaler Group