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Excellence in Managing Established Products

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Winner

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.


Finalists

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


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021