CYMBALTA
Art Director/Creative Director for the entire lifecyle of the brand across three indications.
At launch Cymbalta was the 9th anti-depressant to market. By positioning Cymbalta as an anti-depressant that treats the emotional and physical symptoms of depression
we tapped into an insight that resonated with patients as well as HCPs. Masterbrand strategy encompassed all indications. We held up a mirror so patients could to see their depression.
We showed them what it looked like to their kids, their spouses, their pets. We showed them that they could take the blame off themselves and redirect it to an imbalance of brain chemicals.
This mind-body connection was a revelation to patients and it spurred them to take action. Sales reached 2 billion in 2 years. In 2009 Cymbalta sales peaked at $7.6 billion.
Upon patent expiration it remained the #1 anti-depressant with sales of $5 billion.