DDR on DTC: Omnaris

Share this article:
What do you do if you are an innovative but small “David” of an allergy nasal spray that has to do battle with a “Goliath”—in this case, an iconic bee? If you're the Omnaris team at Sepracor, you bring out your best troops for battle.

The first time I saw the commercials with their battalion of helmeted soldiers “launching” their brand weapon to orders such as “Omnaris to the nose!” I thought I was looking at an outtake from Woody Allen's Everything You Always Wanted to Know. But multiple viewings revealed a commercial that effectively communicates exactly what the product can do—relieve nasal allergy symptoms like inflammation. The commercial executes against the “doing battle” theme through language and imagery. An officer commands the troops as they combat and fight those nasty nasal symptoms. The soldiers' uniforms reflect the brand colors, and in one version, they stand at attention for the fair balance.

Memorable? Yes. Well branded? Yes. Unique and distinctive creative? Yes (just don't tell Woody Allen). What's more, there's a key emotional aspect at play in these spots—they convey a sense of rescue and safety. That is reassurance. After all, wouldn't like a personal army to help you with your worst allergy symptoms? Achoo! Achtung! Omnaris!

Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. deborah.dick-rath@factortg.com
Share this article:
You must be a registered member of MMM to post a comment.

Reimagining healthcare? We want to hear about it.
Submit nominations here for MM&M's first-ever list of the Top 40 Healthcare Transformers

Email Newsletters


More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

Upward Move: Jose Rivera

Upward Move: Jose Rivera

Jose Rivera. EVP, account director, Concentric