VIMPAT® BRAND VALUES WORKSHOP
VIMPAT is an anti epileptic drug used as add-on after 1st or 2nd line medication. In this assignment, UCB Nordic asked W to develop an internal workshop to build on a strong clinical profile for VIMPAT and increase the level of emotional associations to drive brand adoption & loyalty.
Through the concept of ‘benefit laddering’, W planned and facilitated a workshop with sales and marketing representatives to identify the VIMPAT brand benefits and values. These were used to create the Vimpat one liner to align the organisation on the value of VIMPAT in the treatment of partial seizures.
In addition to a useful discussion around brand adoption and emotional messaging, the team developed a VIMPAT one-liner, consisting of a mix of strong rationales and emotional benefits.