Project type: Campaign / Industry: Biotechnology
Thermo Fisher Top 6 molecular biology portfolio
Project objectives
Awareness of the Thermo Scientific™ molecular biology portfolio was low, both in the market and within the company. While this portfolio offered high-quality research tools at competitive prices, promising tremendous potential for growth, recognition of both the brand and it’s high quality products were low.
In a market that was declining ~2% per year, this campaign revitalized interest in products that were 10–15 years old, yielding 15.5% revenue growth for the year, which led them to expand this visual approach to additional product lines and other related campaigns. The results had a halo effect across the broader product offering in this business unit, driving 9% growth for other products in this portfolio in 2017.
You may notice there are more than 6 images above. I’m showing a selection of the original Top 6, as well as a few extras that were added later as the campaign started achieving results. Each product had it’s own campaign messaging, as shown below. Comparing this approach to some of the original art shows the stark difference. Even when they didn’t want to change the art completely, bringing them all into the same impactful style revitalized interest, and sales!
Copywriting by Amanda Wilson
Before and afters
Thermo Scientific brand color palette
Prior version of Maxima RT
Introducing Thermo Scientificᵀᴹ Maximaᵀᴹ cDNA synthesis master mix- efficient and reproducible cDNA synthesis in RT-qPCR.
Prior version of Maxima RT
Thermo Scientificᵀᴹ Phusionᵀᴹ polymerase is favored over most other high-fidelity DNA polymerases for accuracy, speed, and value
Prior version of DreamTaq
Thermo Scientificᵀᴹ DreamTaqᵀᴹ enhanced DNA polymerases deliver PCR performance that no conventional Taq enzyme can match
Prior version of FastDigest
Thermo Scientificᵀᴹ FastDigestᵀᴹ restriction enzymes support complete and fast digestions
Prior version of GeneRuler
Designed for perfect migration, Thermo Scientificᵀᴹ GeneRulerᵀᴹ DNA ladders deliver precision and ease-of-use for everyday electrophoresis
New Thermo Scientificᵀᴹ competent cells for cloning are produced with stringent QC to deliver reliable, consistent performance
Delivering versatility and value, the Thermo Scientific™ CloneJET™ PCR Cloning kit supports both blunt- and sticky-end fragments
Thermo Scientific™ TopVision™ Agarose comes in powder and tablet formats to match your electrophoresis needs
Prior version of Direct PCR
Amplify without purification using Thermo Scientific™ Direct PCR solutions