The Challenge:

Existing in a highly generic market as a liquid form of a standard of care in breast cancer, Soltamox needed a campaign that would provide physicians with a reason to believe in the product.

The Answer:

Relying on data that showed that nearly 40% of patients had difficulty swallowing pills, the Agency developed a campaign that would clearly communicate this visually with a simple headline. The Sometimes a Liquid is Just Easier campaign clearly communicated that differential advantage of Soltamox over the tablet form of the product by depicting the simple visual of an apple vs. apple juice, and an orange vs. orange juice coupled with the high impact headline and supporting content.