Scemblix – “The Giant” Campaign
Scemblix was launching with a unique combination of benefits to help patients with later-line chronic myeloid leukemia (CML). But the current market was content with its existing options. To break through, Scemblix needed a campaign that highlighted its unprecedented benefits.
So DDB Health and Novartis flipped the script on a popular saying. Scemblix delivers the power you’d expect of the “bull in a china shop,” but not the collateral damage. This unexpected combination of power, carefully provided, is what patients with later-line CML really need.