Just wrapped up an 8-day/7-night all-hands-on-deck pharma pitch. One year later and it was still the same exact brand I had last been called in to work on. The following Picked up halfway into the brainstorm...
“Ok, what are we trying say here again...”
“We’re prevention.”
“Can’t say prevention.”
“Wait, you said we could yesterday.”
“Yes, that was then, but the physician in the focus group last night said that’s not correct.”
“Can we say protection?”
“No, (brand X) owns that already.”
“But protection at detection is what we’re about I thought.”
“No, detection, then protection.”
“But how can you protect against something you detected. That means it’s already indicating it’s present.”
“We’re both.”
“Detection and protection, but we have to show it in a powerful way.”
“So we’re power, protection and detection? Got it.”
“Well, we can show power, we just can’t say it.”
“But we can show detection and prevention...”
“...and we can say it also.”
“...but we can’t say power, got it.”
“Hold on though, we can say ‘Powerful protection’ as a copy point though, no?”
All: “NO!!!”
“We aren’t power.”
“Oh, and we can’t use sports, water or animal themes. (Brands X, Y and Z) already own those.”
“What about nature, like flowers.”
“Flowers are ok.”
“So, powerful flowers?”
“Yes, but powerful flowers that detect and protect.”
“But not prevent.”
“Right.”
(To be continued at some point, I’m sure.)
Tags: advertising, pharmaceutical, brands
3 comments:
reading that pharmasation made me take half a klonopin.
I'm taking one right now. Ahhh.
Yup. Makes me want to take a drug, alright.
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