Vraylar Concept

VRAYLAR is indicated for the Tteatment of schizophrenia in adults. Acute treatment of manic or mixed episodes associated with bipolar I disorder in adults.

VRAYLAR is an Atypical – Treats both schizophrenia and bipolar disorder (mania) and the only antipsychotic to target D2/D3 receptors. It effectively treats both positive and negative symptoms, meaning superior improvement in negative symptoms vs. other Atypical. VRAYLAR has a good tolerability profile with no metabolic or weight issues.

Ad Concept

Allergan was bringing to market VRAYLAR™ (cariprazine), a once-daily oral atypical antipsychotic medication.

A major problem is current therapies are falling short because only positive symptoms are being treated effectively. There are gaps in treatment compromising functional recovery.

So the message and brand promise had to touch on the need to treat negative along with positive symptoms in a single therapy.

The objective was to have the physicians be startled into action. This campaign focuses on the unmet need of balancing negative and positive symptoms. The headline "Something for Nothingness" was supported by an arresting visual of a room without a patient in it. "Something for Nothingness" addresses the unmet need for the state (often mixed) that patients feel which can be the most common precursor before suicide.

The message and brand promise touches on the need to treat negative along with positive symptoms in a single therapy.

© 2019 Timothy J Brennan

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