Prescription sleeping aid, Lunesta, was going off patent. The initial directive was to develop problem-solution based marketing. Instinct pushed development another way… towards celebrating their iconic moth and using it to cue a differentiated sleep experience — to create "appetite appeal" around sleep. The results were record-breaking sales, and a sustaining galvanization of the brand to help it compete against generics.
An engagement platform to help guide people to a restful night's sleep — and to drive home Lunesta as the advocate for sleep.