Novo Nordisk were introducing the newest version of their refillable insulin injection device, NovoPen. It featured a simple 12-hour memory function, showing the dose volume
and time elapsed since the last dose.
Research showed that an overly complex memory function was confusing
to patients. What they really wanted was to know if they had taken their
last dose – or if they’d forgotten! A double-dose would invariably lead to
With the brand campaign ‘NovoPen 5 remembers, even
if you forget’, we transformed a simple memory function
into a differential and valuable safety benefit with powerful
‘reason to choose’.