Case Study: Safyral
Delivering an oral contraceptive brand name. STAT.
Bayer (Pittsburgh, PA), the company synonymous with aspirin innovates in the areas of agriculture and high-tech materials as well as healthcare.
Branding an oral contraceptive is a unique enough challenge, to say the least. In this case, not simply because of the type of medication involved, but also because of the time frame we were required to work within. Due to an FDA rejection of an earlier brand name, Bayer needed a new solution in just three weeks. They turned to Zenmark and we immediately went from DEFCON 5 to DEFCON 2.
The new formulation was a combination of the successful earlier generation known as Yasmin, along with a vitamin B additive. The original contraceptive was geared towards a late teen to early twenties audience. The team's direction was to imagine Yasmin had grown up, gone to college, and settled into her first job — positioning this new version for women up into their early 30’s. So essentially, what kind of name would Yasmin's older sister have? It would likely be natural and organic, similar to Yasmin's play off of the Jasmine flower.
We were drawn to Saffron, a spice derived from the flower of Crocus sativus, once the most widely used spice in the world. With a bit of creative splicing and dicing, Safyral was born. Bayer agreed the term suggested a healthy outlook on life and the contraceptive has served its diverse target audience ever since.
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