Brand
Terumo
Agency
Adair-Greene
Marketing Challenge
The most well-known Terumo products had been sold and distributed by Boston Scientific for over 12 years and were largely thought of as Boston Scientific Corporation products. Glidewire was widely regarded as revolutionary for minimal invasive procedures by “going where no other wire could,” and even though it had 70% market share in endovascular intervention, there was little awareness of Terumo as a brand or as the innovator of the Glidewire.
Creative Solution
My challenge was to communicate that Glidewire was indeed a Terumo brand. To help accomplish this, we leveraged the awareness and success that the Glidewire brand already enjoyed and let that reputation spill into Terumo’s other product lines for endovascular intervention. The creative strategy was to connect Terumo in the minds of the target audiences with the ability to complete difficult procedures. With that strategy in place, the alliterative and powerful “TERUMO Territory” theme was born.
