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
dreaded hypo. 



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’.