From Little Black Book - Wed 09 Aug.
Intuity Medical, Inc., a medical technology company with the mission to simplify diabetes management, and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, collaborated together to launch an all-new brand platform and national campaign.
The brand platform, 'You’re Good to Pogo', brings to life a better alternative for staying on top of your glucose levels, anywhere you choose. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button – thanks to Intuity Medical’s signature innovation, the POGO Automatic.
The campaign is driven by two spots and marks the first significant marketing push for the POGO Automatic.
'Pickleball' sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor, or anything, on their bodies – a pair of naturist pickleballers.
'Bathroom' is another mockumentary with someone who was spending so much time testing in cramped bathroom stalls, they had to start making some changes. The pieces were directed by Hank Perlman of award-winning production company Hungry Man, who led editorial as well. The VFX, colour, and mix was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.
The media strategy boasts a robust buy across nationwide digital, social, display, and search platforms. Partners include leading names, such as YouTube, Hulu, Paramount+, ESPN, and Peacock.