What do nude pickleball gamers and nosy toilet neighbors need to do with managing diabetes?
Intuity Medical, Inc., a medical know-how firm with the mission to simplify diabetes administration, and inventive and media company of document, Cutwater, with places of work in San Francisco and New York City, have collaborated collectively to launch an all-new model platform and nationwide marketing campaign.
The model platform, “You’re Good to Pogo”, brings to life a greater various for staying on high of your glucose ranges, anyplace you select. Many folks can really feel self-conscious about checking their blood sugar ranges if there are others round, in order that they unnecessarily excuse themselves from the second, simply to check in probably the most uncomfortable locations. Now, they’ll discreetly take a look at on-the-go with the push of a button – due to Intuity Medical’s signature innovation, the POGO Automatic®.
The marketing campaign is pushed by two spots and marks the primary vital advertising push for the POGO Automatic. “Pickleball” units up a mockumentary interview with those that would really feel probably the most uncomfortable carrying a glucose sensor, or something, on their our bodies – a pair of naturist pickleballers.
“Bathroom” is one other mockumentary with somebody who was spending a lot time testing in cramped toilet stalls, they needed to begin making some modifications. The items had been directed by Hank Perlman of award-winning manufacturing firm Hungry Man, who led editorial as nicely. The VFX, shade, and blend was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.
The work follows Intuity Medical appointing Cutwater the inventive and media company of document title. The enterprise was gained earlier this yr after a complete evaluation.
“The POGO Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either”, explains Cutwater Founder and CCO Chuck McBride. “And by using the name in a clever way, we’re confident they won’t confuse POGO Automatic with any other brand.”
Intuity Medical Vice President of Marketing, Dave Yamauchi, provides, “One in ten people are diagnosed with diabetes, and the conversations around this community don’t focus enough on the choice of discretion. Intuity Medical is committed to supporting those with and managing diabetes. The POGO Automatic’s One-Step™ benefit is a simpler alternative to traditional Blood Glucose Monitoring and noticeable Continuous Glucose Monitoring devices. We selected Cutwater as our agency of record since the leadership team shared the same passion of reinforcing our ongoing mission and product differentiation within our marketing efforts. Since the all-in-one offering doesn’t fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms.”
The media technique boasts a strong purchase throughout nationwide digital, social, show, and search platforms. Partners embrace main names, comparable to YouTube, Hulu, Paramount+, ESPN, and Peacock. The content material will likely be supported by an influencer program together with branded supplies for healthcare suppliers and professionals. According to Cutwater Head of Media and Communications Lizzy Ryan, “We’re taking a full funnel approach from awareness to education to conversion. Our targets are people with diabetes, caregivers researching accessible management plans, as well as the healthcare providers who treat them. The assets will live throughout paid, owned, and earned channels, and I’m eager to see the short-term and long-term impact.”
Visit GoodtoPogo.com to get your arms on a POGO Automatic and study extra in regards to the monitor that’s altering diabetes administration.
Credits:
Client: Intuity Medical
VP of Marketing: Dave Yamauchi
Marketing Consultant: Tamara Bayne
Senior Director IT: Praveen Chopra
Marketing Manager: Bridgett Marion
Director of Customer Experience: Kim Panos
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Copywriter: Mike Ennen
Senior Art Director: Alexandra Ebright
Senior Designer: Patrick Nelson
Art Director: Emma Shepler
Executive Producer: Doug Stivers
Strategist: Uma Mantravadi
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Director of Social: Justin Juul
Social Media Marketing Manager: Juliana Rios
Head of Media & Communication: Lizzy Ryan
Head of Paid Social: Joseph Gudino
Media Strategist: Gavin Faucette
Group Account Director: Matt Allen
Account Director: Grace Fiset
Account Executive: Justin Koerner
Project Manager: Ana Elejalde
Production: Hungry Man
Director: Hank Perlman
Executive Producer / Managing Partner: Caleb Dewart
Head of Production: Franchesca McDowell
Producer: Matt O’Shea
Director of Photography: Adam Beckman
Production Designer: Latisha Duarte
Editorial: Hungry Man
Editor: Mike Feldman
Post / VFX: Brickyard VFX
Lead VFX: Sean McLean
VFX: Brody McLean
Producer: Ellen Schmitt
Post / Color: Royal Muster
Executive Producer: Thatcher Peterson
Colorist: Gregory Reese
Post / Mix: Lime Studios
Mixer: Tom Paolantonio
About Cutwater:
Cutwater is an unbiased inventive and media company with places of work in San Francisco and New York City. Headed by promoting thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the company prides itself on constructing distinctive campaigns for challenger and legacy manufacturers alike. These have included the likes of Hartz, Russell Stover, Brawny, Jeep, Ray-Ban, and extra. https://www.cutwateragency.com/
About Intuity Medical, Inc.:
Intuity Medical, Inc. is a commercial-stage medical know-how firm targeted on growing progressive options to enhance the well being and high quality of life of individuals with diabetes. Headquartered in Fremont, California, the corporate strives to simplify diabetes administration and was based with the mission of constructing life with diabetes simpler. Intuity Medical’s POGO Automatic® Blood Glucose Monitoring System is the one FDA-cleared automated blood glucose monitoring system that lances and collects blood in only one step with 10-test cartridge know-how, ending the necessity to individually load lancets and take a look at strips (as required by different blood glucose meters). POGO Automatic delivers a a lot simplified and discreet blood glucose testing expertise that’s much less disruptive to the on a regular basis lives of individuals with diabetes. To study extra, please go to GoodtoPogo.com
