CPC
It's the End of the Weld
Disrupting a Hyper Growth Market
With the upcoming global launch of CPC's aseptic single-use connector, MicroCNX, Morsekode developed a strategy to steal market share from existing market leaders and create excitement around the newest innovation in cell & gene therapy.
Services Provided
- Campaign Development
- Creative Ideation
- Digital Advertising
- New Product Marketing
- Web & App Development
- Video Production
Challenge
How do you disrupt a category in the hyper growth market of cell & gene therapy? CPC , the world’s #1 brand of fluid connectors, had a new small-format, aseptic single-use connector ready to launch globally. As the only state-of-the-art micro connector that reduces the risks associated with the status quo(tube welding) in biopharma process engineering, the stage was set for disruption.
Strategy
To steal market share from the existing tube-welding leaders, MK developed a bold message that intrigued customers to inquire about “the end of the weld.” Touting the category benefits of small format connectors vs. category risks associated with tube-welding, the messaging needed a bold creative introduction to drive behavioral inquiry and trial adoption.
Solution
A highly integrated big idea called “The End of the Weld” presented the market with a new way of connecting tubes in the sterile bio-pharma market. In two phases, the campaign deserved impact. First, with advertising driving viewers to an engaging micro-site, a “be the first to know” email sign up drove a database of potential new customers. Digital tools that support product introduction and benefits were key engagement features on the site. Compelling video drove more site traffic. Visit endoftheweld.com to see the end of the weld for yourself.
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