Accu-Chek Guide Product Launch

The Problem

Create a marketing campaign for the Accu-Chek Guide that expanded the existing Accu-Chek target audience, appealing to a broad demographic. The entire Accu-Chek brand was transitioning toward a reduction of portfolio size, and the success of this strategy depended largely on the success of the Accu-Chek Guide. The project had many stakeholders struggling to agree on a concept.

Round 1 Ideation: Feature-focused concepts

Round 2 Ideation: Emotion-focused concepts

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Round 3 Emotion-focused Finalists

Round 4 Ideation: Feature-focused concepts II

Round 5 Final Concepts submitted for testing

The Solution

Emphasize ease of use. Differentiate from the competition. The Accu-Chek Guide solves patients' problems with simple features.

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