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Maltofer. Launching a ‘softer’ iron treatment
Challenge
A great number of New Zealanders are diagnosed as being iron deficient and therefore require oral iron supplementation.
However, the most common treatments on the market have some fairly terrible side effects, which can be so intolerable that many people just stop taking them.
Outcome
Maltofer is an option that is proven to be far easier on the system. We helped Aspen NZ launch Maltofer with a creative campaign that showed doctors, nurses and pharmacists that oral iron treatment can have a softer side.
Iron – both as a treatment and in its metal form - is known for being hard and harsh. Our creative shows a cute black kitten. On closer inspection, we see that she has iron filings for her fur.
The iron kitten (aka Ferokitty) symbolises Maltofer as the treatment option with the softer side-effect profile. This unique image cuts through in the crowded marketplace of iron supplementation.
BRAND: Maltofer
CLIENT: Aspen Pharmaceuticals
CONSUMER CHANNELS:
Social Media, Pharmacy Point of Sale.
MEDICAL CHANNELS:
Pharmacy Today Print & Digital Advertising, NZ Doctor Print & Digital Advertising, Surgery & Pharmacy Materials, Direct Mail, Staff Education.
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