Our campaign stemmed from the insight that FORXIGA is THE great reducer. Like many diabetes treatments, FORXIGA lowers patients’ blood sugar levels. But FORXIGA also lowers weight and blood pressure – because it physically removes excess sugar from the body.

To create our campaign, we commissioned a sugar artist to physically build our campaign visuals using sugar, to represent the sugar removed. We took the approximate amount removed from one person in 1 year (25 kg) and used it to symbolise FORXIGA’s advantages (lower blood sugar, weight and blood pressure), which both demonstrates how FORXIGA works and showed the benefits of this approach in a way that was quick and simple to grasp for healthcare professionals.

To bring home what FORXIGA can really do for patients, we showed healthcare professionals the effects for real. So we physically built our new campaign from scratch using real metal, real glass and real sugar.

The global campaign was launched at IDF in Vancouver in November 2015, with subsequent individual market launches taking place across 70 countries in 2016. This presence will continue across international congresses in 2016 with a high presence at ADA, EASD and ESC.

The message and visual are easy to understand and clearly show the way FORXIGA works, whilst also introducing the benefits of using it. In market research, physicians commented:

‘This helps me understand that getting rid of sugar in this way causes these additional beneficial effects.’

‘I recognise I could use this product in patients with Type 2 diabetes who need weight loss, have obesity or problems with hypertension.’

‘[This shows that Type 2 diabetes is]…a multifactorial disease and that you need an agent to address everything’

The campaign is currently being adopted by over 70 markets (a key indicator of the success of a global campaign template prior to sales data availability) and rolled out across multiple channels. Data on campaign sales impact has yet to be gathered, but it is anticipated that the campaign will continue to drive the growth of FORXIGA and the SGLT2 class.