The challenge

We were brought in to lead the global creative for shopper marketing on OneTouch, a part of the Johnson & Johnson family.

The challenges were many and varied, as you’d expect from a company of this size. But they all boiled down to one key task; to try and push the client out of their comfort zone and challenge the boundaries of the brand.

The solution

We continually challenged the client to communicate in more innovative and interesting ways, instead of relying on point of sale toolkits*.

For example a project where the client wanted to send pharmacists flash cards became a premium book, with bespoke packaging and individually crafted pages.

Lots of small changes like this gradually added up to a big difference in the work being produced.

The brand completely transformed while we worked on it, becoming more unified, sleeker and capturing a sense of aspirational quality.

The conversation guides we created for OneTouch – which sit under an entirely new brand that we designed from scratch.

Here we have some examples of an inter-agency campaign, where we took a leadership role to help create a unified campaign across all touchpoints.

We worked with a variety of creatives to devise the strategy, which was to show small incremental changes leading to a big difference in diabetics' lives.

Then we took the ATL executions and translated them into marketing for the retail environment.

*Oh, and we did end up doing some toolkits as well. Which we totally nailed.