Fresenius Kabi | More than PN | Print Ads

Fresenius Kabi Nutrition leads the market in lipid injectable emulsions (ILEs) for parenteral nutrition (PN) and is in the process of expanding their portfolio. The current campaign “innovations that nourish” has experienced incredible success, yet as the business continues to grow, we needed to introduce a new campaign to carry it over the next 2-3 years as new products enter the portfolio.

Parenteral nutrition is a pretty niche market with only a few key players, Baxter being one of them. However, where they have one tentpole product, Fresenius Kabi offers an entire portfolio. Ultimately, our solution was simple: highlight why we're different. We offer more options in PN. Now, we needed to illustrate that in a striking, memorable way. And with an extremely conservative MRL team, the challenge was to develop a campaign that was not only creative but spoke volumes without claiming much at all.

Rather than lose momentum created by our current campaign, we built on it. Keeping patients and caregivers front and center, we leaned heavily on their branded blue, breathing life and dimension into journal ads with the creative use of art elements and dramatic expressions of joy. Our headline is an ownable and striking "PN." The superscript number indicates that Fresenius Kabi is powering up parenteral nutrition, whether it be with their one-of-a-kind 4-oil blend (PN⁴) or their omega-3-rich solution (PN³) or their full portfolio of products that offers more options (PN²).