Being one of the first generic substitutes for a blockbuster drug comes with many challenges. How do you make a generic stand out against the competition while emphasizing the fact that it is delivering the same medication, and benefits, as the reference product?

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Our solution: Infuse the brand with a personality so charming and relatable, it will be nearly impossible for a patient, prescriber, or pharmacist not to fall in love with it. We developed a series of six characters who would embody both the product and the different patient types it serves, from younger asthma patients to older COPD patients. We paired each character with a unique tagline that spoke not only to their personality traits, but also to the benefits of the product.