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CHALLENGING
CONVENTION

 

A NEW INDICATION FOR SYMBICORT AS A COMBO RELIEVER + MAINTENANCE TREATMENT FOR ASTHMA AND COPD WAS THE CATALYST TO TRANSFORM AN EXISTING PRODUCT INTO A GROUND-BREAKING, GLOBAL MARKET LEADER.

 
 

CHALLENGE

Symbicort had been on the market for several years and was perceived as the conventional option. With the new indication, the client saw an opportunity to reposition and relaunch the brand and thereby transform its fortunes.

SOLUTION

A bold, uncompromising, ground-breaking solution was required. The core idea ‘Quest’ drove the creation of a new identity and communication platform with a fresh, powerful graphic style that was unprecedented in the sector, embodying the brand values: Modern, Optimistic, Future-Focused. Global success followed and Symbicort is still an AstraZeneca global blockbuster success story today.

 
 
“THE PARTNERS HAVE CONTINUED TO RAISE THE STANDARD AND IMPRESS ME WITH THEIR THINKING AND
CREATIVE WORK.”
— Martin Szczerbiak Global Brand Director, Symbicort
 
 

SOLUTION

A new identity with a fresh powerful graphic style embodied the brand values: Modern, Optimistic and future focused.