Meet the “What-If”
REALITYRx is proud to announce the launch of the “What-If”, a brand character that raises awareness about everyday triggers of life-threatening allergic reactions.
In 2018 Impax Laboratories (now part of Amneal Pharmaceuticals, Inc.) asked us to develop a new campaign for their epinephrine auto-injector, a product that can save lives when a severe allergic reaction is triggered. The goal was to educate patients about the everyday allergens that can cause a life-threatening emergency.
The result? The “What-If”— an eye-catching and slightly disconcerting personification of the ubiquitous allergens that can cause anaphylactic shock.A brand character like the “What-If” is one of the most effective tools in advertising and a solid launchpad to convey any type of messaging. In competitive markets, brand characters or “mascots” work especially well. From Speedy Alka-SeltzerTM to the Energizer BunnyTM, an effective, iconic brand character showcases a product’s unique selling proposition in an inventive and fresh way.
Brand Characters: They Do Have Legs
A company can gain a competitive edge over rivals through non-traditional channels, such as social media, that bring a brand character to life. A multi-channeled approach with an iconic brand character can help a company achieve a much closer relationship with their target market.
Whether in print, on TV, or via social media, the best advertising characters have staying power. Some have been around for upwards of a century and are household names that eventually become synonymous with their brands. Here are a few icons that have withstood the test of time:
Making the Name Recognition Link
Companies from highly competitive sectors such as healthcare, insurance, technology, and telecommunications are most likely to use a brand character. Adding a personification to a product in a competitive market is a unique way to pique curiosity and keep people interested in what a brand is saying.
The reason behind this strategy is clear: name recognition. Most product choices today are the result of an emotional decision-making process, so if you can reach consumers through a brand character that relates to their experiences, your brand and company name will be remembered.
From Mr. Mucus™ to Digger, memorable characters in healthcare bring effective, long-lasting recognition to their products.
We Bring Brand Characters to Life
Bracco Diagnostics, Inc. came to us with an assignment to help focus and strengthen their product portfolio by launching the NEXO® Contrast Management System, an advanced informatics software for CT and MR contrast injectors.
Envisioning a new reality for their brand, we developed a brand character to introduce the advanced software system for decision support in patient care and contrast management. The NEXO Contrast Management System became personified by a highly innovative, animated brand character that communicates the advanced capabilities and ease of use of this cutting-edge software.
What’s right for your brand?
Thanks to social media and the diversification of today’s marketing tools, right now may be the perfect time to establish a new brand character.
Consumers have an increased desire to find a “real connection” with the brands they choose. A brand character is one way to make that happen.
At REALITYRx, we’ll help you develop the perfect marketing strategy to grow your brand’s awareness, “humanize” your brand’s story, and create a buzz between customers, whether patients or physicians.
Want to learn more about how we can bring your brand to life?
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