Unither Pharmaceuticals is a French company and a well-known European manufacturer of dosage forms for patent-protected pharmaceuticals and generics. It expanded in the North American market by acquiring a facility in Rochester, NY, and our objective was to grow brand equity in the US region and support the launch of two dosage form technologies that were prevalent in Europe but not in the US.
Unither had become a leader in single unit dosage forms in Europe, where they are widely used. The key technologies are liquid and powder stick pack, and blow-fill-seal (BFS). These were not widely used in the US market, so very few pharma companies or CDMOs had invested in the technology in North America. The goal was therefore to grow regional awareness of Unither, while simultaneously promoting the virtues of these dosage forms in preparation for the installation of new lines in Rochester.
With the Unither brand being less well known in the US market, we created a campaign brand that focused on the leadership in the technologies being introduced. We used illustration, which made it entirely unique to Unither, and provided scope to promote the benefits of single unit dose technologies. There are distinct benefits in these technologies for pediatric and geriatric therapies particularly. We developed the technology-influenced tagline, “Single: Best Way To Deliver.”
A significant benefit in creating a visual brand using illustration is that it is unique and cannot be mimicked, so it can really help a business to differentiate. It also offers flexibility in how brand attributes can be promoted. In the case of Unither, the aesthetic features a large number of small, line-drawn icons that form a texture when viewed from afar. In close up, the icons tell a story and we animated them to create video promotion for the brand and technologies.
This distinct branding developed for the North American market, influenced by the benefits of single unit dose technologies, was subsequently adopted as a campaign within the global corporate brand. It complemented the corporate identity and the unique illustrated look and elements of the messaging platform were expanded for use globally.