A Powerful Rebrand

COVERING THE BASES IN CRPC

ASSIGNMENT

Astellas Canada tasked CPC with the challenge of refreshing their brand creative for Xtandi (enzalutamide) in preparation for a new indication launch in non-metastatic Castration Resistant Prostate Cancer (nmCRPC).

Approach

The brand was shifting from a simplicity and quality-of-life brand positioning to one that communicated power and effi cacy in an increasingly competitive market. We needed something that would be intuitive and memorable, positioning Xtandi as the right tool for the job. We created several concepts that went from prolonging cancer to aggressively attacking it. As the indications for XTANDI grew, so did the fight agaisnt cancer.

RESULTS

The baseball creative was ultimately the winning creative coming out of market research based on its appeal and effectiveness in communication. The added bonus? Doctors intuitively understood the analogy that the ‘bases’ represented the diff erent prostate cancer disease states for which Xtandi is indicated to treat. Baseball was used to refresh all Xtandi promotional collateral – from the journal ad to the conference booth panels, and everything in between – to support the indication launch. The result was double digit growth that exceeded brand projections that also paved the way for another successful indication launch 18 months later.

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