Retina partnered with Gibco to crystalize its value proposition and brand marketing, shift perceptions, and celebrate the science and personal connections Gibco enables.
Internal and market due diligence revealed a key insight: more than products, connections are what Gibco’s customers critically need in today’s complex and uncertain landscape. Scientific progress stems from the strength, scope, and scale of your connections. Connections between abstract ideas and concepts. Connections across research, clinical trial, and commercialization. Connections from experts to colleagues to regulatory bodies. Connections of supply chains and funding to enable and keep the science moving forward. More than anyone else, these are connections the scope and scale of Gibco empower.
Our “Connections for Life” campaign boldly challenged what customers know (or think they know) about Gibco. And it empowered them with the new knowledge of what they can achieve when they make that connection with Gibco – connecting ideas, cures, and people, across careers and lifetimes.
We also created robust brand guidelines and buyer-journey, audience-segmented messaging frameworks to empower marketing teams across the Gibco organization. So they could take the campaign to market, anywhere and everywhere they needed to be.