Revive Product Launch & Campaign
Revive is a new OTC product that helps women with Stress Urinary Incontinence (SUI). They came to us to create branding and packaging for their new OTC product, that disrupts the marketplace, and drives top-of-mind awareness amongst women.
To give you some background, stress urinary incontinence occurs when the muscles that support the bladder weaken and cause some leakage often during physical activities. This often happens to women after childbirth, because delivery of a child can surprisingly change your body. This was an interesting product launch because it’s something women not only didn’t like to talk about, but also a condition many don’t even know they have or that there is a way to help them leak less or not at all. Our challenge? Educate women on SUI while also selling a not-so-sexy product in a not-so-sexy world to women who don’t even know this condition exists. As in most things in life, you can’t tell someone they need something until you know the why…
Why is this product revolutionary?
Dealing with SUI limits a woman’s sense of freedom, quality of life, and sense of dignity.
We created a brief that spoke to this unique product and the specific audience to help us understand how to successfully concept and design creative.
In looking at the audience, we also recommended from a media standpoint that they worked with influencers. This audience, mainly moms often look to a familiar face to recommend a product and feel comfort in knowing that this is a product their blogger, who they feel is a friend to them, uses. We identified these women/companies are influencers to use for the product launch: moms who fit this demographic and the brand personality.
Competitive Market
When designing packaging, we wanted to look at the competitors to figure out what’s working, what’s not working, and how we can stand out. There’s not an exact direct competitor, but these brands are in the competitive market with Revive.
Packaging Concepts
Research also stated that this is a matter women sometimes felt embarrassed about or might feel uncomfortable buying in the store, so we wanted to create packaging concepts that felt modern and minimal and not be something that would scream out to the person scanning your groceries.
Campaign
Again, Revive was a new product and device, so our key factors we kept in mind in developing campaigns were":
Educate.
Be authentic and friendly.
Be disruptive in the marketplace.
Resonate culturally.
Differentiate Revive in an emotionally engaging way.
We created multiple campaigns, but the winning idea was also the one that won the pitch:
It’s Simple.
Life is complicated enough as it is. But when you throw stress urinary incontinence into the mix, everything gets way more complicated. Aa simple outing with friends turns into a strategic planning session involving restrooms, clothing changes, eaaarly exit plans and potential escape routes. And a simple invitation can turn into a crippling maze of worry and stress. Let’s show our audience that Revive gets them, and knows just how to help.
A Simple Question :30
Open on two women leaving a yoga studio, one speaks to the other.
KATHLEEN: Hey Emily, you want to get a bite?
EMILY: (answers in rapid fire) Where are we going? How far a drive is it? Will there be a restroom there? How many stalls? What if they’re out of toilet paper? Do I have to bring a change of undies? Will you make me laugh? If I accidentally pee a little will you understand? Will you still be my friend? Will you think I’m a freak? Will you tell the whole world?
KATHLEEN looks dumbfounded.
VO: When you’re prone to a little leak due to SUI, a simple question suddenly gets not so simple. But Revive stops leaks, so you can do what you want to do, and make life simple again.
SUPER: Revive [Revive logo] revivelbl.cm.
END.
Content and Pre-Roll Video
These days, when you’re dealing with a medical concern, you usually consult Google first. We wanted to know if it’s normal, if it’s serious, what we can do about it. We wanted to show our audience Revive understands them and show them they’re not alone in a way that felt very authentic to the digital space.
Searches
This concept used search-terms super-imposed over a montage of women in everyday situations. They are at the office, in spin class, getting coffee, picking up their kids, doing yoga, running in the park, etc. It begins closer in on their hands, and slowly reveals their environments.
SEARCH TERM: i pee when i laugh
SEARCH TERM: post-pregnancy leaks
SEARCH TERM: leak proof underwear
SEARCH TERM: mommy bladder
SEARCH TERM: how to hide urine leaks.
VO: When you’re dealing with Stress Urinary Incontinenece, these are the things you search every day. And you’re not alone. 1 in 4 women deals with bladder leaks, and we’re here to help, with Revive. Every box contains a 30-day supply with an easy-to-use adapter. So you can stop leaks, and stop searching for answers.
End typing these queries.
SUPER: Revive [Revive logo] revivelbl.com
END
In print, we wanted to stand out from traditional healthcare ads that focus on a smiling woman that feels inauthentic to a consumer, and speak more honestly to the consumers. For one iteration of print, we created a flow chart that depict some of the things that happen in a woman’s head when contemplating any sort of outing. And all routes lead towards Revive, as a solution to women’s struggle with SUI. In the second version of print, we took a very different look to stand out in the women’s magazines we were buying media in. The dark nature of the print ad felt private like this topic often is - and drew in the search terms that women might be searching but again not know that there even is a name for what they have and a solution.
But also, let’s make a splash.
(no pun intended)
In order to really make the client notice us in the pitch, and with the hope of getting some viral PR, we pitched a stunt where we would place a giant adult-sized changing table in a bathroom. Messaging on the table would allude to the idea that you can change yourself there too, but you shouldn’t have to. We would capture reactions outside the bathroom and post online as content, to create buzz around the product.
