Launching and establishing a flagship brand in major European markets
A brand launch in any market is a colossal undertaking. Now, multiply times ten. This was the case for Sanofi's launch of their breakthrough diabetes treatment, Toujeo.
Given Sanofi’s market leadership position with the #1 insulin brand Lantus, the Toujeo launch was a big deal. Hercules was tasked with adapting the global campaign while ensuring cohesion, cooperation, and brand consistency across ten markets. And due to market varying needs, the launch had to be rolled out in phases across countries.
At Hercules, our project managers are a rare collection of native-speakers with a keen understanding of market specifics. For the Toujeo launch, we formed a sub-team within our team. Dubbed “Team Toujeo” this was a closely-knit group of market experts from across Toujeo’s launch markets. Together, Team Toujeo developed assets for multiple markets in parallel. The team also identified opportunities for adapting or reusing assets from one country to the next as the launch progressed. A dedicated creative team drove brand consistency across deliverables. Finally, Team Toujeo made sure assets were available as soon as perfected, making them available in The Mine, Hercules’ digital library.
“Hercules helped us set a very high bar in the market of endocrinology products and continues to provide comprehensive service in promoting our brand. They solve issues quickly, even those beyond their direct responsibilities. Their client-oriented approach, dedication, and attention to detail played a key role in the success of our launch.”
– Toujeo Marketing Lead
Toujeo launched in ten markets across a two-year period, successfully establishing the brand as a key player in the diabetes treatment segment. In that time, Hercules delivered work on over 450 briefs from all ten markets – quickly, efficiently, on brand, and in line with our client’s high standards.