Kickdrum has served as Strategic Agency of Record for Glucerna for 3 years.

Our core mission has been to facilitate informed decisions in the context of a clear strategic platform.

In that role, we work on everything from research discussion guides, to campaign briefs, to the execution of specific creative tactics. The common theme of each assignment is a tight connection to the overall brand strategy, which we were tasked with developing at the beginning of the relationship.

Through that process, we discovered that positioning Glucerna as a meal or snack replacement for people with diabetes was something that resonated with both consumer and healthcare professional audiences.

In partnership with Abbott’s internal agency, we have created multiple consumer campaigns and fundamentally revised the way the brand approaches the HCP target.

As a result, the brand has shifted consumer perception, expanded its audience and surpassed its growth goals.