Finalist
Catiolanze Brand Launch Campaign
by Syneos Health Communications on behalf of Santen
Summary of work
Catiolanze emulsion entered a saturated European glaucoma market by confronting a critical yet overlooked challenge: ocular surface disease (OSD). As the first preservative-free latanoprost in a cationic emulsion, Catiolanze uniquely addressed both intraocular pressure (IOP) reduction and ocular surface improvement. To differentiate itself and spark behaviour change among glaucoma specialists, the campaign turned to an innovative metaphor: Gary the Gecko. This visually compelling concept symbolized Catiolanze’s dual benefits intuitively—effective IOP-lowering and improved ocular surface By sidestepping technical jargon, the gecko metaphor transformed adherence into an engaging story, resonating with healthcare professionals across touchpoints like launch videos, eDetailers, and congresses. Internal launch events immersed the Santen team in a jungle-themed experience, while external activations brought the gecko’s rainforest home to conferences and exclusive events in Spain, Germany, and the Nordics. These initiatives shifted perceptions, elevating adherence and ocular surface disease as critical components of glaucoma management. The campaign achieved stopping power in a highly genericized market, seamlessly merging science with creativity to position Catiolanze as a holistic solution for long-term disease control, patient outcomes, and satisfaction.
Judges’ comments
The work from Syneos and Santen was beautifully crafted with a lot of attention to detail. The project had a sense of fun and engagements with an impressive array of tactics. The judges loved little Gary the gecko and thought it was a good creative inspiration for the brand.
