Advertising
Woman's Choice Humanizes Brand Voice
Client
TriPath Imaging
Year
2005
Service
Concept/Art Direction
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SurePath Pap test campaign targeted lab technicians and lab managers to select SurePath brand.
Integrated strategy and a campaign were developed to stress the importance of the lab manager product choice and to position SurePath brand of Pap tests as not only the right choice for the lab, but also as the right choice for consumers.
The campaign was further developed into brochures, direct mailers, promotions, and physician materials.
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