“Because We Don't Even Give a Sh*t”
Otsuka America Pharmaceuticals is a global pharmaceutical organization with a focus on the pharmaceutical and nutraceutical business.
Members of our team were engaged to create a communication package for their new diagnostic product Breathtek (https://www.breathtek.com). This new diagnostic product would make detecting h. Pylori (stomach bacteria) easy and non - invasive, a huge departure from existing traditional testing methods that require stool tests and are slow in time for processing results.
In our due diligence phase, we discovered that patients and individuals suffered from discomfort and embarrassment in having conversations with family and doctors about medical testing for stomach conditions. Our approach to design strategy was to mirror the products central mission of providing an easier and non-invasive method to traditional stomach testing by removing the sensitivity and discomfort for patients in having basic conversations around the illness. We decided to be bold and apply wit and humor to the marketing communication materials with the intention of transforming an uncomfortable conversation into something that nobody gives a “shit” talking about.