The Brief

I led the creative for Ascendis Pharma’s Reuterina brand revival. The challenge was to stop pharmacy script switching and re-establish the No.1 prescribed probiotic as the brand consumers actively “Ask for Reuterina.” I developed a dual emotional and rational approach that recognises people respond to health issues both ways. Emotional executions use lifestyle imagery (parents with babies, women reclaiming everyday comfort) to tell a relatable story so the message feels warmer and less hard-sell; rational executions pair simple, eye-catching statements with large packshots so the product is clearly the solution. The result is a consistent multi-channel system (posters, print, POS and digital/social) built around the line “A PRO for life,” flexible enough for caregivers and self-medicating adults while protecting the brand’s clinical credibility.

Website Prototype