Amneal Rebranding Campaign

Marty Fitzgerald, now Defiant Creative's acting V.P., led the creative team that was hired to develop a launch and transition strategy for Amneal Pharmaceuticals. Amneal’s objective was to expand the company’s brand identity by positioning Amneal as reputable U.S. company committed to quality and affordability and enable the sales team to sell generics through the entire supply chain.  The challenge was to rebrand a relatively unknown pharmaceutical company as progressive organization that conveys a non-traditional business model that is unique to the industry. Positioning Amneal as “Generics’ New Generation,” a strategy was built to challenge the status quo with an aggressive growth-oriented and edgy campaign. The brand identity featured progressive design solutions with modern colors in the logo, signage, packaging, advertising, and a trade show booth. He also developed a PR campaign to create a buzz about this innovative pharmaceutical company.
The result was that company sales increased 50% over last year and created a major world of mouth buzz at the NACDS trade show. The PR campaign outcome generated national press coverage in major trade publications, including Chain Drug Review, Drug Store News and US Pharmacists.