ACCRUFeR: The Un-ironic Iron
Iron supplements often have lots of bad gastrointestinal side effects. So, this thing that’s supposed to be making you feel better is just making you feel worse. Ironic, right? ACCRUFeR is the Un-ironic Iron: it actually does what it’s supposed to do and makes you feel better, not worse. Playing off this irony (or the lack thereof), we created the Un-ironic Iron campaign.
Some numbers
Revenue increased by 65% in the first quarter, with prescriptions jumping to over 100k
3 Creative Floor Healthcare Awards in Ambient, Mixed Media, and Audio
Shortlisted for 2 MM+M Awards in Customer Experience and Multichannel
What we did
We took to the streets to find irony around New York City and point it out to passersby.
And we included a little easter egg on our print materials.
We even created some radio spots about ironic moments and people in history. (Sadly, these never made it to the air and these are just some very rough cuts. But I’m proud of them!)
And, of course, we created some print materials for patients and HCPs. (Click images to see the full PDFs.)
Stay tuned for both the patient and HCP websites, launching early 2024.
Fun fact: the reason we hyphenate un-ironic is because people across the board saw ‘unicorn’ when we wrote it as ‘unironic’!
Senior CW: Lauren Weiss
Senior AD: Nico Angervall
Group Copy Sup: Kayla Schwab
Group Art Sup: Ash Winter Best
VP, CD Copy: Madeline Way
Agency: 21GRAMS