Assignment

Vitrolife was set to launch a revolutionary new series of media for IVF, based on the latest research into the embryo’s natural environment in the uterus. First out was the G3 Series, with components that reduced intracellular stress while meeting the embryo’s natural needs. A few years later, the G5 Series was introduced as a further development, with additives that protect against ROS or “free oxygen radicals.”

Solution

We developed the tagline “Closer to nature” and a visual concept that communicated “nature” in a stress-free environment. For the G5 Series, we created a concept based on its protective properties. The communication was rolled out in advertisements, sales materials, and congresses around the world.

Outcome

The launch of the G3 and G5 Series had a major impact, helping to launch Vitrolife to leadership in the IVF market—while also generating significant revenue over time. The concept, with its market-leading tone of voice, stood out clearly from the competition.

Even long after the launch, the G-Series remains an important product for Vitrolife.