Addison Whitney consults Regeneron in branding efforts
CHARLOTTE, NORTH CAROLINA, March 4, 2008 - Regeneron Pharmaceuticals, a biopharmaceutical company, engaged Addison Whitney to assist in branding its first commercial product. The compound, an IL-1 Trap, is indicated for the treatment of Cryopyrin-Associated Periodic Syndromes (CAPS), including Familial Cold Auto-inflammatory Syndrome (FCAS) and Muckle-Wells Syndrome (MWS) in adults and children 12 and older.Addison Whitney developed the brand name ARCALYST ™ to speak to two aspects of the treatment. “The name ARCALYST speaks to the protective (arc) and active (catalyst) attributes of the product, while the wind catcher icon in the logo speaks to the uplifting emotional benefits that the product offers patients and physicians,” explained Daniel Plaisance, Vice President of Addison Whitney's Healthcare Group. “In addition, the color palette was selected specifically to represent the soothing or calming of inflammation.” Addison Whitney also conducted market research with target audience members to validate both the name and logo candidates. In addition, Addison Whitney crafted the submission white paper to support FDA approval of the name.
"This approval exemplifies Regeneron's commitment to discover, develop, and commercialize important medicines for patients suffering from serious diseases, such as CAPS," said Leonard S. Schleifer, M.D., Ph.D., Regeneron's President and Chief Executive Officer. "We recognize that ARCALYST may help address a significant unmet medical need that exists among CAPS patients and are therefore committed to helping these patients obtain access to this new treatment."
For more information, please call Lizzy Guterma at 704-697-4055 or lizzy.guterma@addisonwhitney.com or visit www.addisonwhitney.com.
About Addison Whitney
Addison Whitney is a global full-service brand consulting firm. Founded in 1991, the firm has extended its services to offer branding expertise in the areas of verbal branding, visual branding, brand strategy, and research and analysis. Clients come to Addison Whitney from industries including: consumer, technology, business to business and other market segments. Addison Whitney health, a specialized healthcare division of Addison Whitney, serves the branding needs of pharmaceutical, biotechnology, life science, and medical specialties. For more information, visit www.addisonwhitney.com.
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