Kaleo’s exciting new Allerject, an alternative to the EpiPen, faced enormous challenges: Canadian regulations forbade it from referencing its competitor by name. FCB Health Canada’s campaign focuses on the finding that 48% of users don’t carry their EpiPen — it’s bulky, cumbersome, indiscreet and confusing. In its first three months, Allerject wrestled a 10% market share from EpiPen.