Support with Bayer Laif's umbrella brand strategy and development of pharma names

The right words for mental Hhealth

Mental health is one of the issues of our time, of our society. As experts in authentic and effective communication, we are a permanent source of inspiration and a sparring partner when it comes to finding the right words.
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A new product launch by the pharmaceutical giant Bayer called for the development of a branding that would fit harmoniously into the "myLaif" line – including Laif 900, a product that has been successful for many years – and support an intuitive perception of the customer benefit.

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Safety first – as the Medicinal Product Act demands: for the new preparation to be established under the Laif umbrella brand, its name must be clearly differentiated from the other drugs, i.e. Laif 900. Any risk of confusion regarding the indication and active ingredients must be avoided.

As a general rule – and in this case as well – the Federal Institute for Drugs and Medical Devices (Bundesinstitut für Arzneimittel und Medizinprodukte / BfArM) has already rejected numerous obvious terms due to misleading associations.

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Associating topics, evaluating word fields, putting customer expectations into words: the Endmark team is on the case.

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Relax to succeed

For strategic reasons, the "Laif" umbrella brand must remain part of the product name as far as possible. All this, naturally, without any risk of confusion with Laif 900. In several workshops with the marketing team, the legal department and market research at Bayer, we develop a continued naming strategy that meets the legal and portfolio-strategic requirements. Adding the lexical term "calma" is the literal peace of mind the responsible team needed for reassurance – case closed.

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Indetail, we create a concise brand name with an associative character by playfully combining the prefix "calma" with the umbrella brand element "Laif": Calmalaif signals its effect to the customer as soon as they buy the natural medicine – the calm without the storm.