Januvia has been a leading brand in the treatment of type 2 diabetes, but was under attack from a plethora of new brands and competitive advertising campaigns. 

 

The client was convinced they needed a metaphor to explain the challenges of a person with type 2, so we explored many. 

 

The seesaw metaphor is not only the one that patients selected in testing, it has helped sustain the brand’s leadership in a very crowded marketplace.