Xiidra DTC Ad Campaign Relies on Hokey Double ii’s – Get It? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The first work for the dry eye disease treatment uses the "ii" in the drug’s name to create visual plays on words. The campaign subs the double i for single i in print, digital and social media ads--asking, "how's iit going?"--as well as in marketing materials for eyecare professionals.


The trend continues throughout the work; the professionals' intro kit, for example, reads, "Niice to meet you." There's a drug helpline called "ask iiris," as well as a copay card named the "Xiidra iinsider." And the campaign--created by Shire's agency of record, Digitas Health--also includes a video game app called Bliip, a Pong-like game available in the iTunes store.


“From the get-go we wanted to create a consumer brand that cut across both audiences, not just a brand for eyecare professionals and then another brand for consumers. We wanted to create a consumer brand with one voice that connects with those customers,” Victoria Noble, head of marketing for opthamalics at Shire, told FiercePharmaMarketing in an interview.


Collette Douaihy, senior vice president and group creative director at Digitas Health, said the opportunity to play off the double i in the name Xiidra makes for a fun, personal and memorable introduction to the brand.


“It’s the theme that keeps giving,” she said. “There are so many opportunities to message out and play with the double i’s and get to a very personal level with our target audiences.”


“We’re the challenger in this space, so in order for us to make those connections, we needed to break through and be different and engage. We weren’t going to do that by being typical pharma,” Noble said.