Consulting Case Study:

Ketovie

Susie Gingrich, Sr. Director, Clinical Nutrition & Marketing

“Will worked with our team to create a comprehensive creative brief, communications plan, and brand idea. There were so many good brand ideas it was tough to pick one. Will and the team were just great.”

IMMERSION LEARNING

Ketovie was a recently-launched nutritionally complete ketogenic medical food for the dietary management of intractable epilepsy and other disorders that require ketogenic therapy. Parents who have children with epilepsy are scared for their kids and will do whatever they can to help them. Because epilepsy is the result of many conditions, it’s often up to the parents to do the research and, with their physician, plan a course of action.

Key insight:

Parents are continuously hungry for information because they want better ways to treat the seizures in ways that give their kids as normal a life, and with as few side effects, as possible.

THE IDEAS

I presented nine different ideas, each taking a slightly different tack on the insight. Below you can scroll through each idea exactly as it was presented.

It may have been a couple days afterwards, but the leadership team at Ketovie had chosen their favorite (and with conviction). They wanted to move forward with “Where everyday is everything,” but with a small change. Drop the “Where,” so it’s simply “Everyday is everything.” As soon as the client mentioned this change, I wished I thought of it. It’s so much better that way. And on we went with the manifesto and activation.

MANIFESTO

This manifesto is written to truly unveil the motivation of the company, or the company’s “WHY.” It inspired the entire communications plan.

activation

The “Everyday is everything” idea was energetically adopted by Ketovie. It’s front and center on their home page and the manifesto is on their mission page, word for word.

The brand has developed a blog that riffs on the concept continuously as well as signage and tee shirts.

In short, Ketovie was utterly transformed and galvanized with this new brand idea.