With a new competitor muscling in on this older brand that had the category to itself for years, Sandostatin was long overdue for a change. This campaign I created was a very quick, effective way of conveying how the strength and efficacy emerged from the wealth of data that Sandostatin had (and that its competitor could not match). Novartis used the campaign worldwide, and we created different animals in various markets depending on cultural associations with those animals (eg, certain markets used a horse or an elephant to convey strength.)  The campaign helped reps tell the story of Sandostatin effectively and fend off the competitor’s advances.