— PROJECT NAME
Pain Relief That Can't Wait
— PROJECT TYPE
Branded Consumer Campaign Refresh
— ROLE
Senior Copywriter
— ROLE
Depomed Inc.
— DATE
October 2015
The Problem
For patients experiencing mild-to-moderate acute pain, the primary need is pain management that not only works but works fast. In a crowded category of NSAIDs, it can be difficult to differentiate on efficacy alone, making speed of onset a critical point of distinction.
The Strategy
Communicate Zipsor’s unique selling proposition—fast-acting relief—in a way that’s instantly understood and effortlessly memorable.
The creative approach needed to be simple enough to work at a glance, yet clever enough to stand out in the cluttered pharmaceutical advertising landscape.
The Idea
Fast-Forward Relief—a visual metaphor that uses humor and simplicity to dramatize speed. By showing a chicken skipping the natural process and delivering a fully cooked egg directly onto the plate, the concept playfully conveys the idea of bypassing unnecessary steps—just as Zipsor delivers pain relief quickly and directly.
The Execution
- Hero Visual: A chicken standing next to a perfectly cooked sunny-side-up egg, visually “fast-forwarding” the process from farm to table.
- Headline: Fast-Forward Relief ties the metaphor directly to the product benefit.
- Tone: Clean, modern layout with a touch of wit to humanize the message and create memorability.
- Brand Integration: Zipsor’s name and category (diclofenac potassium liquid-filled capsules) clearly positioned as the fast-acting solution for acute pain.
- Single-Minded Focus: Every element of the creative—visual, headline, and composition—works together to reinforce one idea: speed.