Pantomed
Challenge
The goal was to introduce Pantomed, a generic medicine developed by Takeda, as an alternative Zurcale and Pantozol.
The RS solution
We developed packaging in line with the established patented Zurcale and Pantozol brands, building on their heritage and credibility. We linked the new generic drug with the established credits of the patented brands.
The concept development and deployment across all communication items focused on building on the expertise and awareness of the patented brands whilst introducing the new generic variant. The “100% identical” USP was created as a symbol.
