What do nude pickleball players and nosy bathroom neighbors have to do with managing diabetes?
Intuity Medical, Inc., a medical technology company with the mission to simplify diabetes management, and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have collaborated together to launch an all-new brand platform and national campaign.
The brand platform, “You’re Good to Pogo”, brings to life a better alternative for staying on top of your glucose levels, anywhere you choose. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button – thanks to Intuity Medical’s signature innovation, the POGO Automatic®.
The campaign is driven by two spots and marks the first significant marketing push for the POGO Automatic. “Pickleball” sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor, or anything, on their bodies – a pair of naturist pickleballers.
https://www.youtube.com/watch?v=3wNyqusP8b0
https://www.youtube.com/watch?v=sKO9KYos_YE
“Bathroom” is another mockumentary with someone who was spending so much time testing in cramped bathroom stalls, they had to start making some changes. The pieces were directed by Hank Perlman of award-winning production company Hungry Man, who led editorial as well. The VFX, color, and mix was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.
https://www.youtube.com/watch?v=Q8Xwdj6WTT8
https://www.youtube.com/watch?v=QtI3BXWz4tA
The work follows Intuity Medical appointing Cutwater the creative and media agency of record title. The business was won earlier this year after a comprehensive review.
“The POGO Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either”, explains Cutwater Founder and CCO Chuck McBride. “And by using the name in a clever way, we’re confident they won’t confuse POGO Automatic with any other brand.”
Intuity Medical Vice President of Marketing, Dave Yamauchi, adds, “One in ten people are diagnosed with diabetes, and the conversations around this community don’t focus enough on the choice of discretion. Intuity Medical is committed to supporting those with and managing diabetes. The POGO Automatic’s One-Step™ benefit is a simpler alternative to traditional Blood Glucose Monitoring and noticeable Continuous Glucose Monitoring devices. We selected Cutwater as our agency of record since the leadership team shared the same passion of reinforcing our ongoing mission and product differentiation within our marketing efforts. Since the all-in-one offering doesn’t fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms.”
The media strategy boasts a robust buy across nationwide digital, social, display, and search platforms. Partners include leading names, such as YouTube, Hulu, Paramount+, ESPN, and Peacock. The content will be supported by an influencer program along with branded materials for healthcare providers and professionals. According to Cutwater Head of Media and Communications Lizzy Ryan, “We’re taking a full funnel approach from awareness to education to conversion. Our targets are people with diabetes, caregivers researching accessible management plans, as well as the healthcare providers who treat them. The assets will live throughout paid, owned, and earned channels, and I’m eager to see the short-term and long-term impact.”
Visit GoodtoPogo.com to get your hands on a POGO Automatic and learn more about the monitor that is changing diabetes management.
Credits:
Client: Intuity Medical
VP of Marketing: Dave Yamauchi
Marketing Consultant: Tamara Bayne
Senior Director IT: Praveen Chopra
Marketing Manager: Bridgett Marion
Director of Customer Experience: Kim Panos
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Copywriter: Mike Ennen
Senior Art Director: Alexandra Ebright
Senior Designer: Patrick Nelson
Art Director: Emma Shepler
Executive Producer: Doug Stivers
Strategist: Uma Mantravadi
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Director of Social: Justin Juul
Social Media Marketing Manager: Juliana Rios
Head of Media & Communication: Lizzy Ryan
Head of Paid Social: Joseph Gudino
Media Strategist: Gavin Faucette
Group Account Director: Matt Allen
Account Director: Grace Fiset
Account Executive: Justin Koerner
Project Manager: Ana Elejalde
Production: Hungry Man
Director: Hank Perlman
Executive Producer / Managing Partner: Caleb Dewart
Head of Production: Franchesca McDowell
Producer: Matt O’Shea
Director of Photography: Adam Beckman
Production Designer: Latisha Duarte
Editorial: Hungry Man
Editor: Mike Feldman
Post / VFX: Brickyard VFX
Lead VFX: Sean McLean
VFX: Brody McLean
Producer: Ellen Schmitt
Post / Color: Royal Muster
Executive Producer: Thatcher Peterson
Colorist: Gregory Reese
Post / Mix: Lime Studios
Mixer: Tom Paolantonio
About Cutwater:
Cutwater is an independent creative and media agency with offices in San Francisco and New York City. Headed by advertising thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the agency prides itself on building distinctive campaigns for challenger and legacy brands alike. These have included the likes of Hartz, Russell Stover, Brawny, Jeep, Ray-Ban, and more. https://www.cutwateragency.com/
About Intuity Medical, Inc.:
Intuity Medical, Inc. is a commercial-stage medical technology company focused on developing innovative solutions to improve the health and quality of life of people with diabetes. Headquartered in Fremont, California, the company strives to simplify diabetes management and was founded with the mission of making life with diabetes easier. Intuity Medical’s POGO Automatic® Blood Glucose Monitoring System is the only FDA-cleared automatic blood glucose monitoring system that lances and collects blood in just one step with 10-test cartridge technology, ending the need to individually load lancets and test strips (as required by other blood glucose meters). POGO Automatic delivers a much simplified and discreet blood glucose testing experience that is less disruptive to the everyday lives of people with diabetes. To learn more, please visit GoodtoPogo.com