VAYA Pharma developed innovations for the clinical dietary management of ADHD, Early Memory Impairment and Hypertriglceridemia. We were asked to create a brand positioning, creative platform and concepts for their three products: Vayarin (for ADHD), Vayacog (for Early Memory Impairment) and Vayarol (for Hypertriglceridemia).
The task required that we inform consumers of the research in an engaging way they could understand, yet express to providers that this unique approach is clinically-proven. We arrived at the tagline, "It's a whole new script," which later morphed into "Flip the script" since we wanted to start a conversation between consumers and prescribers on how they currently manage these disorders and VAYA's unique approach to these conditions.
Since we were urging the audiences to ask themselves some hard questions, we explored printing on reflective substrates to simulate medicine cabinets. We created a mailer that flipped to reveal messaging to play off "flip the script" and explored intriguing banner adds which promoted that each product has virtually no side effects.