The leading TV ad-spending drug brand is getting a campaign refresh for one of its indications. Sanofi and Regeneron renewed the effort for Dupixent in asthma with light-hearted humor around everyday moments.
People in the new commercial lift luggage, sing in the shower, cry during a sad movie and just sleep while a voiceover asks, “When you can breathe better, what isn’t better?”
There hasn’t been a new TV commercial for Dupixent’s indication for moderate-to-severe asthma since May 2023, according to real-time TV ad tracker iSpot.tv. Sanofi and Regeneron spent $125 million on asthma-focused national buys last year, according to iSpot, which was down from $134 million in 2022 and $141 million in 2021.
Sanofi and Regeneron also advertise Dupixent in TV ads for eczema ($182 million on national TV last year) and eosinophilic esophagitis (debuted in February with $49,000 spent so far). Dupixent is also approved to treat chronic rhinosinusitis and prurigo nodularis.
Pauline BenkovThe new asthma work is the result of 12 different concepts tested with the campaign theme of “Better Breathing.” The realistic challenges in the day-to-day lives of people living with asthma resonated best in the market research, said Pauline Benkov, Regeneron director of consumer marketing overseeing asthma.
“We leveraged for the first time really, these realistic ideas and scenarios with a wide diversity of not only scenes, but also patients so people could see themselves in our spot,” Benkov said, adding the campaign evolution purposefully uses “light-hearted, realistic and humorous elements.”
Sanofi’s Amy Keneally, director of consumer marketing for asthma, added that Dupixent’s now four-year-old “Du More” brand campaign “is always trying to strike a balance between showcasing what people can do more of, but grounding it in everyday moments. [The new] ‘Better Breathing’ is a little bit different in that we’ve dialed up the humor.”
The 30-second and 60-second TV ads will air on national broadcast TV along with cable, digital and streaming channels. Sanofi and Regeneron are also updating Dupixent’s website, digital banners, social media and email promotions to include scenes and images from the work. TikTok, Facebook and Instagram are included in the social media plans, and for the first time, so are Pandora audio ads.
The Dupixent “Du More” campaign for asthma has been running since 2020, and since the last campaign called “A Day in the Life” began, the Dupixent asthma website has tallied 4 million visitors, Benkov said. The campaign runs in both English and Spanish languages.