AGENCY
Maureen Maldari, Exec. VP
Jason Kahner, Sr. VP
Catherine Tomiczek, Group Mgmt. Super.
Angela Leali, Acct. Mgmt.
Irina Lapin, Sr. VP-Dir., Brand Planning
Dave Cohen, Sr. Creative Dir.-Sr. VP
Elaine Mccormick, VP-Assoc. Creative Dir.
Fran Sheff-Mauer, VP-Assoc. Creative Dir.
G2
Pacific Communications
MediaCom
Kristin Goodloe, Sr. Part.-Group Acct. Dir.
Brenna Kolomer, Comm. Planning Dir.
SUMMARY
Juvederm Injectable gel entered the highly competitive wrinkle relief marketplace with a very specific goal in mind: Tell people how Juvederm can help them regain the younger, refreshed look that they are used to seeing in the mirror. With four new DTC competitive brands scheduled to launch right on the heels of Juvederm, the brand had only one year to make a strong, differentiating impact with consumers. We needed a high-impact, highly-educational and highly consumer-friendly communications program if we had any chance of succeeding in capturing market share. And most critically, we needed to teach women to speak the language of fillers so they could identify their needs to physicians.
