The FDA recently got involved in some celeb gossip. Sort of.
Kim Kardashian West shared information about morning-sickness pill Diclegis to her 42 million followers. In a letter to the drug manufacturer, the FDA noted the Instagram post was ‘false and misleading’ as it failed to communicate the drug’s potential risks. Kim did, however, acknowledge that she was working with the manufacturer. However, it’s worth noting that online conversations about the brand jumped by more than 500% after the post went up, highlighting the obvious flaw in trying to regulate social media after the event.
Standing out amongst other generics requires some imagination.
So it’s understandable that Mylan has teamed up with Disney to help raise awareness of potentially fatal allergic reactions. The partnership has a hub (MyAllergyKingdom.com) complete with a storybook, cookbook and allergy advice. The question is – who is the content aimed at? We see Disney logos, but it’s not obviously aimed at kids, and the partnership seems to be fairly light on content at this stage.
3D printing – a hipster fad or another industrial revolution, depending on who you listen to.
Print yourself a gun, a dress, a medical device – and now a pill. The FDA has recently approved the world’s first 3D printed pill – which can help with seizures among epileptics. The unusual method of manufacturing allows the pill to be more porous and potent than traditional techniques allow.
David Ogilvy once noted that ‘When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product.’ A point well made.
But brands are increasingly turning towards social purpose. Think about Volvo’s Life Paint or Leo Always’ #LikeAGirl. But has advertising lost sight of its original goal? Have we all become queasy at the idea of actually ‘selling’ a product? A few interesting thoughts from campaign magazine.
DHL, the logistics firm, is aiming to use its sponsorship of next month’s Rugby World Cup to shift its image from B2B to consumer-orientated.
This process will involve ‘emotionalising’ the brand that has previously stressed its functional abilities. Content will be used to promote the brand, but in a ‘not overly commercial way’. Interestingly, the sport was seen as something for ‘influencers’ – people who might consider DHL as a partner. According to Marketing magazine, ‘In other words, rugby remains a middle-class sport, although its governing bodies won’t admit this’.
Turning a brand which could lead on its functional benefits into a brand leading on emotion is a smart idea, considering a raft of new studies around how we think. Traditional ‘think, feel, do’ models are being inverted. We ‘feel’ first and tend to react second. As David Hume noted in the eighteenth century, our reason is a slave to the passions.