The Canadian launch of Mylan, the world’s third biggest generic drug company, posed a triple challenge: establish recognition of a new brand, make the company’s mission understood, and generate acceptance of the brand by pharmacists and health practitioners.
The strategy, creation and media planning were the work of Rinaldi Communication Marketing. The launch advertising concept was totally focused on the corporate logo, which was then unknown, and on key words, fundamental terms of the pharmaceutical company’s mission. In each of these words, the letter M was replaced by the Mylan logo.
The campaign included teaser ads, magazine ads in the leading pharmaceutical publications, direct advertising items, newsletters and various internal communications, a public relations advertising component and the launch of a new website.
Results:
The Mylan name is recognized and the company today occupies an enviable ranking in the generic drug market.
