Intuity Medical, Inc., a prominent player in the medical technology sector with a mission to simplify diabetes management, has joined forces with San Francisco-based creative and media agency Cutwater to introduce an ingenious brand platform and a nationwide campaign.
The brand platform, aptly named “You’re Good to Pogo,” unveils a groundbreaking solution for individuals seeking to stay on top of their glucose levels while on the move. Often, the process of checking blood sugar levels becomes a source of self-consciousness when others are around, leading many to excuse themselves from social situations or even resort to uncomfortable testing locations. Intuity Medical’s latest innovation, the POGO Automatic, allows discreet and effortless on-the-go testing with a simple push of a button.
The campaign centers around two captivating spots, marking a significant step in marketing the POGO Automatic. In a mockumentary-style advertisement titled “Pickleball,” the campaign amusingly features interviews with naturist pickleball players who humorously express discomfort with the idea of wearing any form of body sensor. This clever exaggeration highlights the unease associated with visible glucose sensors and other similar devices. Watch below:
The second spot, “Bathroom,” adopts a similar mockumentary approach, focusing on an individual who found themselves testing their glucose levels in cramped bathroom stalls due to self-consciousness. This relatable scenario showcases the lengths people might go to maintain their privacy while managing their diabetes:
REELated:
According to Cutwater Head of Media and Communications Lizzy Ryan, “We’re taking a full funnel approach from awareness to education to conversion. Our targets are people with diabetes, caregivers researching accessible management plans, as well as the healthcare providers who treat them. The assets will live throughout paid, owned, and earned channels, and I’m eager to see the short-term and long-term impact.”
Intuity Medical Vice President of Marketing, Dave Yamauchi, adds, “One in ten people are diagnosed with diabetes, and the conversations around this community don’t focus enough on the choice of discretion. Intuity Medical is committed to supporting those with and managing diabetes. The POGO Automatic’s One-Step benefit is a simpler alternative to traditional Blood Glucose Monitoring and noticeable Continuous Glucose Monitoring devices. We selected Cutwater as our agency of record since the leadership team shared the same passion of reinforcing our ongoing mission and product differentiation within our marketing efforts. Since the all-in-one offering doesn’t fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms.”
Renowned production company Hungry Man director, Hank Perlman, takes the helm of both spots, expertly combining humor and authenticity. The campaign’s visual effects, color, and sound were meticulously curated by Brickyard VFX, Royal Muster, and Lime Studios respectively, resulting in a polished and engaging final product.
The collaboration between Intuity Medical and Cutwater is the culmination of a partnership forged after an extensive review process. “The POGO Automatic isn’t your typical blood glucose monitor, and our campaign shouldn’t be typical either,” explains Cutwater Founder and CCO Chuck McBride. By ingeniously utilizing the product name, the campaign ensures the POGO Automatic stands out distinctly in the market.
The campaign’s media strategy encompasses an extensive presence across national digital, social, display, and search platforms including YouTube, Hulu, Paramount+, ESPN, and Peacock. Complementing the content is an influencer program and branded materials targeting healthcare providers and professionals.
With the launch of this inventive campaign, Intuity Medical and Cutwater is poised to transform the conversation around diabetes management and empower individuals with a discreet and convenient solution for glucose level monitoring.
CREDITS:
CLIENT: Intuity Medical
- VP of Marketing: Dave Yamauchi
- Marketing Consultant: Tamara Bayne
- Senior Director IT: Praveen Chopra
- Marketing Manager: Bridgett Marion
- Director of Customer Experience: Kim Panos
AGENCY: Cutwater
- Founder & Chief Creative Officer: Chuck McBride
- Principal & President: Christian Hughes
- Creative Director: Amy Su
- Copywriter: Mike Ennen
- Senior Art Director: Alexandra Ebright
- Senior Designer: Patrick Nelson
- Art Director: Emma Shepler
- Executive Producer: Doug Stivers
- Strategist: Uma Mantravadi
- Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
- Director of Social: Justin Juul
- Social Media Marketing Manager: Juliana Rios
- Head of Media & Communication: Lizzy Ryan
- Head of Paid Social: Joseph Gudino
- Media Strategist: Gavin Faucette
- Group Account Director: Matt Allen
- Account Director: Grace Fiset
- Account Executive: Justin Koerner
- Project Manager: Ana Elejalde
PRODUCTION COMPANY: Hungry Man
- Director: Hank Perlman
- Executive Producer / Managing Partner: Caleb Dewart
- Head of Production: Franchesca McDowell
- Producer: Matt O’Shea
- Director of Photography: Adam Beckman
- Production Designer: Latisha Duarte
EDIT: Hungry Man
Editor: Mike Feldman
POST/VFX: Brickyard VFX
- Lead VFX: Sean McLean
- VFX: Brody McLean
- Producer: Ellen Schmitt
- Post / Color: Royal Muster
- Executive Producer: Thatcher Peterson
- Colorist: Gregory Reese
POST/MIX: Lime Studios
Mixer: Tom Paolantonio
Follow us on Facebook and Instagram
