Tresiba was an emerging major player in the long-acting insulin marketplace. Its unique formulation helps it release slow and steady in the body for longer than 24 hours…for all day blood sugar control, and then some. The molecule also forgives forgotten or missed doses, which is a great real-world benefit for people living with diabetes.
However, our direct competition was Lantus, which had reigned supreme for years as the most prescribed long-acting insulin. (Chances are, if you knew someone with diabetes who took long-acting insulin, it was Lantus.)
Our challenge was to convince patients to leave the market leader and ask their doctor to prescribe Tresiba, a relatively new insulin product.
The Tresiba Ready campaign showcased people successfully managing diabetes in the real world. Our “Tresiba Ready!” mnemonic paired with a freeze-frame photography style captured our hero patients in those exact moments where Tresiba was the answer for them.
Most people don’t spend every waking hour of every day worrying about their diabetes. Real life has a way of getting in the way. “Yes…sometimes I work late.” “Yes…sometimes I forget.” “Yes…sometimes I’m out and about, and my insulin pen is at home.
Rather than your typical happy people walking in the park scenarios, we created our Tresiba world around everyday people living everyday hectic lives, where most insulins, including Lantus, simply can’t keep up. If you have more on your plate than just your diabetes…yet you still need to count on blood sugar control…then you’re Tresiba Ready.
