Competitors took our client's own research and evidence-based claims about infection prevention and used them to promote their own products.
Define the difference. We created an irreverent video that goes on the offense with an in-your-face tone and a sugar/salt analogy that delivers the message, “They may look the same – but they aren’t! Once you taste it, you have evidence of the difference. Just because two things look alike, doesn’t mean they are.” Creating this analogy helped to reframe the evidence of the difference between BioPatch and other products.
The video was highly memorable and extremely effective. Refuting the false claims made by our client's competitors and using the simple sugar/salt analogy helps reps emphasize the importance of the testing-based evidence that sets the product apart.