SITUATION:
Xiidra was the first new treatment for Dry Eye in 13 years and Shire’s first product in the eye care space. In order to maximize the business potential of this innovative new product, they set out to challenge pharma conventions to reinforce their commitment to bringing truly innovative therapies to market.

CLUE:
We learned that consumers had become somewhat anesthetized to the flurry of pharmaceutical advertising flooding traditional media. White coats, sterile laboratories, scary medical jargon and a chilly brand image were the dominant competitive elements in the dry eye space…creating an opportunity for a different brand approach.

AHA!
A brand about eyes has a right to be visually distinctive, bold and graphic…and defy pharma conventions. Leveraging the “ii” in the product name, a campaign was born that connected those i’s to consumers’ eyes and the importance they play in enjoying life.