GORE STA-PURE Flexible Freeze Container Campaign

In the summer of 2018, Gore PharmBIO Products, the life sciences division of W.L. Gore & Associates, launched a new product — the GORE STA-PURE Flexible Freeze Container. The Gore team engaged Cobalt to develop a creative campaign that would introduce these innovative storage containers to the market and, ultimately, encourage target prospects to order a sample and test it for durability and stability at between -40°C to -86°C with the intention of validating it as a new platform for cold chain handling. Cobalt’s “Not That You Would, But You Could” concept placed the STA-PURE containers in extreme environments to emphasize the product’s strength and durability in extremely cold conditions. The campaign, which included social media marketing and email marketing linked to a dedicated landing page, created a buzz among decision-makers and influencers and led to a number of inquiries and sample orders, even in advance of a fall trade show event officially launching the product.