Nosy Bathroom Neighbours Keep Glucose Levels Monitored in Intuity Medical Spot

Intuity Medical, Inc., a medical technology company with the mission to simplify diabetes management, and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have collaborated together to launch an all-new brand platform and national campaign.

The brand platform, 'You’re Good to Pogo', brings to life a better alternative for staying on top of your glucose levels, anywhere you choose. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button – thanks to Intuity Medical’s signature innovation, the POGO Automatic.

The campaign is driven by two spots and marks the first significant marketing push for the POGO Automatic. 'Pickleball' sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor, or anything, on their bodies – a pair of naturist pickleballers.

'Bathroom' is another mockumentary with someone who was spending so much time testing in cramped bathroom stalls, they had to start making some changes. The pieces were directed by Hank Perlman of award-winning production company Hungry Man, who led editorial as well. The VFX, colour, and mix was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.

The work follows Intuity Medical appointing Cutwater the creative and media agency of record title. The business was won earlier this year after a comprehensive review. “The POGO Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either”, explains Cutwater founder and CCO Chuck McBride. “And by using the name in a clever way, we’re confident they won’t confuse POGO Automatic with any other brand.”

Intuity Medical vice president of marketing, Dave Yamauchi, adds, “One in ten people are diagnosed with diabetes, and the conversations around this community don't focus enough on the choice of discretion. Intuity Medical is committed to supporting those with and managing diabetes. The POGO Automatic's One-Step benefit is a simpler alternative to traditional Blood Glucose Monitoring and noticeable Continuous Glucose Monitoring devices. We selected Cutwater as our agency of record since the leadership team shared the same passion of reinforcing our ongoing mission and product differentiation within our marketing efforts. Since the all-in-one offering doesn't fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms.”

The media strategy boasts a robust buy across nationwide digital, social, display, and search platforms. Partners include leading names, such as YouTube, Hulu, Paramount+, ESPN, and Peacock. The content will be supported by an influencer program along with branded materials for healthcare providers and professionals. According to Cutwater Head of Media and Communications Lizzy Ryan, “We’re taking a full funnel approach from awareness to education to conversion. Our targets are people with diabetes, caregivers researching accessible management plans, as well as the healthcare providers who treat them. The assets will live throughout paid, owned, and earned channels, and I’m eager to see the short-term and long-term impact.”