A LOWER-BUDGET WOMEN’S HEALTH BRAND, REBORN
LILETTA® is an intrauterine device (IUD), approved for up to 6 years of pregnancy prevention. Targeted to younger women, LILETTA is marketed as a lower-cost option. It’s manufacturer, AbbVie, decided that it was time to reinvigorate the brand and its messaging. It hired our team for this, and I was the creative lead in charge of the rebrand and messaging.
The new brand look translated beautifully to any medium—digital, print, email, and out-of-home.
In this category, there were plenty of images of women, but very little illustration. After a careful search we found a wonderful French watercolor artist who helped create a library of custom imagery for us.
Our direction to the illustrator was simple: capture our customer; young, independent, excited for what her future holds. I wrote the messaging to accompany this sentiment.
THE RESULTS?
In research, OB/GYNs loved the new look and feel of the brand
That success carried through to reinventing all LILETTA communications, emails, and instructions
The brand has since experienced an uptick in sales
Like our imagery, language was kept simple. Everything about LILETTA was about ease… not having to worry… convenience… and being able to live your life, as you please, carefree.