Phenylketonuria (PKU) is a rare inherited disorder which demands a very strict diet to alleviate serious health consequences. Prekulab’s products allow the diet to be much less strict, thereby giving patients a vast improvement in their quality of life.
Prekulab’s marketing approach had been almost entirely product focused. While this had enabled the business to develop so far, there was great potential to elevate the brand to reach a broader global audience. To do this, the brand needed a complete overhaul, including a creative idea that would resonate and build trust with a highly sensitive target audience, as well as appeal to distributors, dieticians, and medical professionals.
CBC shifted the focus to how Prekulab’s products can vastly improve quality of life for a person with PKU. A series of core assets were developed under a creative theme that recognised the helplessness people face in this situation, and how they can ‘take back control’ of their lives with no limit to their ambitions.
With a wealth of experience stretching back to 1970, Prekulab is a specialist in the field of Phenylketonuria research. The company is a pioneer in offering specialised medical food products which allow a more liberal diet for patients who would otherwise have to follow a very strict regimen. This in turn allows patients to have a near-normal day-to-day life.