Most diabetes meters display results in black and white. And they look like medical devices, not really something you want to pull out in public. OneTouch® was introducing an innovation in the category—a meter that displayed a range of results in color, and had more of an Apple look and feel. These in-store displays were designed to disrupt the category and capture the shoppers’ attention in the pharmacy.
Elements: Displays, counter cards, shelf talkers
Involvement: Concept development, senior copywriter