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Astellas – XTANDI

The Assignment

Refresh the XTANDI brand creative to prepare for a new indication launch in an increasingly competitive market. The brand positioning needed to shift from simplicity and quality-of-life to power and efficacy.

Our Approach

We created a hard-hitting HCP campaign that was both memorable and intuitive. The baseball theme communicated strength and power, and the analogy of the bases conveyed the different treatment indications for XTANDI.

The Results

The ‘baseball creative’ was a resounding winner in market research based on its appeal and effectiveness in communication and even ended up winning a SKUY Award. It 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.

XTANDI saw double-digit growth that exceeded brand projections. The creative also paved the way for yet another successful indication launch 18 months later.


Brand Strategy


Core Creative



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