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Invitrogen
With growth driven by acquisition, Invitrogen needed to put forth a brand defined by reliability and innovation, rather than by the individual product and business unit messages.
Solution
PJA launched the "less/more" brand advertising campaign communicating Invitrogen's unique ability to help make research more reliable. The campaign was then incorporated into all other on- and off-line marketing initiatives.
- Increased unaided brand awareness from 27% to 35%
- In a post-campaign study of 1,700 scientists, Invitrogen ranked number one in customer loyalty out of the top 24 life science brands
