Mirena's secret

TBS Identity emotionalizes a hormone-releasing contraceptive for ScheringWith the introduction of the pill in the 1960s, the pharmaceutical industry also began its battle for pole position in the newly developed market. Today, women can choose between a variety of contraceptive methods, with birth control pills still being the most commonly used. In autumn, the Swiss branch of the German pharmaceutical company Schering wants to promote the hormone-releasing intrauterine product Mirena as an alternative to the pill and sterilization. The pharmaceutical giant was the first to launch the contraceptive pill on the European market in 1961 and is now the market leader in the field of fertility control. In 2001, this Schering division generated 23 percent of group sales or around 1.12 billion euros, which corresponds to an increase of 16 percent compared to the previous year. With sales of 100 million euros, Mirena is the 12th best-selling Schering product.
TBS Identity is now intended to raise awareness of Mirena and anchor its consumer benefits. For the first time, the campaign is aimed directly at the end consumer, women aged 25 to 45. The realization shows women forming a secret sign with their hands. TBS consultant Beat Aeschlimann: "The hand sign is an image of the logo." It symbolizes the uterus as the place where the method works. As Swiss legislation is very restrictive when it comes to advertising prescription-only medicines - it is forbidden to mention the product, for example - only the homepage is shown on the advertisements: www.mysecret.ch takes the consumer to information about Mirena. The campaign aims to present the topic of contraception as a secret that is decided by the woman alone, the consultant continues. "The brand is thus anchored in the emotional sphere". In addition to advertisements, TBS also created the website, brochures, flyers and doctors' mailings. Simone Keller