sanofi-aventis

Charlene Horvath Leitner, Dir. - Consumer Mktg. - Diabetes
Shashank Deshpande, Senior Product Mgr.
Lorine Harr, Product Mgr.
David Nolan , Dir. US Market Research
Angela Moskow, Associate VP - Diabetes Mktg.

Euro RSCG Tonic *Lead Agency

Peter Coutroulis, Creative Dir.
Dave Hubbert, Senior Copywriter
Paul Klein, Managing Dir.
Valerie Wernick, Account Dir.
Bill Previdi, Senior Art Dir.
Samantha Peluso, Account Supervisor
Catherine Gill, Sr. Account Planner

Euro RSCG Life Interaction

Tim Pantello, Dir. - Client Services

RTC Relationship Marketing

Croom Lawrence, Account Dir.

The Lantus Passion/Power campaign was developed to withstand the first competitive threat in the Brands history. Faced with two revolutionary, new product entrants in the diabetes category and a direct competitor, each challenged Lantus' #1 brand position in a different way. Moreover, Lantus had very low awareness among its core target as the brand hadn't advertised before in any significant way. A strategy based on a solid foundation of consumer insight surrounding the emotional impact of diabetes in sufferers and a core functional point of difference were leveraged. While it would have been easy to go the safe, traditional DTC medical advertising route, Lantus chose a more engaging, aspirational creative approach. The campaign created a successful barrier against the competitive upstarts and resulted in the brand meeting its objectives.