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Excellence in Managing Established Products

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Brands for Life

by Boehringer Ingelheim
with support from CTL Communications

Summary of work

This transformation for Boehringer Ingelheim’s Middle East, Turkey & Africa (META) region came about as part of a desire to maximise the potential of an established brand portfolio. Brands like Micardis®, Pradaxa® and Praxbind®, Actilyse® and Metalyse® are still improving patient outcomes and still the preferred choice of HCPs but they were not getting the exposure or profile enjoyed by newer brands.
The Brands for Life campaign aims to boost and maintain the position of these timeless, effective, tried and tested brands. Utilising an umbrella brand, new channels, bold design and a pan-regional investment strategy we are positioning these brands as current, cutting-edge providers of life-saving treatments.

Judges' comments

Boehringer Ingelheim and CTL Communications have produced an inciteful and exceptionally well executed piece of work. It was sophisticated with a collaborative review of an established product portfolio across a number of countries. There was insightful and sensitive handling of international vs local needs. It has clear objectives and a has had a positive impact on patients, which is the most important aspect of any campaign.


GIOTRIF®: The “Blue Lady” Campaign - by Boehringer Ingelheim
with support from Havas Life Medicom

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022