What's in a name? For Roxane Laboratories, an ad campaign.
As a manufacturer of generic pharmaceuticals, trouble differentiating yourself can be an occupational hazard. Which is why Roxane Laboratories came to us for help in revitalizing their brand.
The goal
They wanted to be positioned as a preferred partner for retail and mail-order pharmacists, with ads that demonstrated their commitment to quality supply, continued growth, and a diverse portfolio of generics. Plus they wanted to show their new building.
We wanted to make sure people knew who we were talking about. So we decided to brand their name.
The two ads use the new building as a backdrop, with a large letter from the Roxane name superimposed over the image. The red band across the bottom also helps create a strong, recognizable image for the generic manufacturer.
What we did
Ad number one features the "X" from the Roxane name, with a dotted line drawing the eye down to the subhead of "Where to go." The body copy then addresses the company's growing portfolio of specialty pharmaceuticals. Ad number two uses the "R" from the Roxane name, combining it with an "X" to create the abbreviation for prescription. This thought is further realized by the subhead, "filled here." The ad then talks new products, new dosage forms and new delivery mechanisms, all designed to make the pharmacist's job easier. |
