Approach

W2O Group partnered with Circassia and dove into market research to understand the landscape and audience, and the brand’s own clinical data to identify compelling positioning opportunities. Together, they realized that twice-a-day dosing—often thought to be a negative due to alleged compliance challenges—was an enormous brand advantage for COPD patients experiencing symptoms at night and especially during the morning when their once-a-day medications were wearing off.

With an approach reminiscent of the iconic Absolut Vodka campaign, the relaunch of TUDORZA cleverly anthropomorphizes the device in scenes relatable to the target audience: Pulmonologists and PCPs treating mild-to-less severe COPD patients. The miniaturized, insightful, tongue-in-cheek situations clearly depict key brand benefits: with 2 doses a day, you can clear your patient’s airways, “TUNIGHT + TUMORROW”—enabling them to stay more active into the evening, and awaken refreshed to start another active day.