Campaign

PyroSmart® NEXT-GEN® Integrated Campaign

ACC (Associates of Cape Cod)

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In 2024, after a major brand refresh that included corporate and product logo redesigns, Associates of Cape Cod (ACC) collaborated with Cobalt Communications to develop an integrated promotional campaign for PyroSmart® NextGen®, the company’s recombinant bacterial endotoxin test (BET). The campaign needed to both reflect the new brand identity and communicate the product’s unique value proposition. Cobalt’s concept — First-Gen, Second-Gen, Next-Gen — highlighted ACC’s innovative recombinant offering, but it also captured the natural evolution of an ACC customer as it progressed from older BET technologies to the newest, most advanced solution. Our writers and designers applied this concept to a suite of marketing materials just in time for the fall trade show season, where the revitalized brand elicited a vigorous response from customers and prospects.

Impact

“Someone from the FDA walked into our new booth and asked our Associate Director of Global Tech Services if she was working at a new company. She said, ‘Not a new company — a new brand.’ Working with Cobalt has been a great experience, and we are super-excited about where we have arrived with the updated brand and how we’re positioned for the future.”

Vann Jones
Director of Global Marketing, ACC

 

Shown Above: To illustrate the forward motion implied in the First-Gen, Second-Gen, Next-Gen headline, Cobalt proposed a graphic showing three arrows made from the PyroSmart® NextGen® reagent vials. We worked with a partner photographer to get the necessary images to create final artwork.

Shown Below: Refreshed PyroSmart® NextGen® product logo designed to coincide with ACC’s rebrand.

Print Advertising

The print ad for PyroSmart® NextGen featured the concept prominently, supported by brief copy explaining the transformation journey for ACC customers.

Trade Show Exhibits

Cobalt developed several trade show booths for PyroSmart® NextGen, some larger and some smaller. The slider below shows two large-format exhibits and one small-format exhibit featuring a table wrap and two banner stands.

Video

This 45-second video brings the First-Gen, Second-Gen, Next-Gen concept to life and highlights a significant regulatory development — inclusion of recombinant BET technologies in the US Pharmacopeia.

 

Catalog

The BET catalog is a major selling tool for ACC. Cobalt designed the 44-page catalog to reflect the new corporate and product-line branding. The section focused on PyroSmart® NextGen® (seen in the image above) continued to tell the story of ACC’s innovation.

Brand Extension

When the US Pharmacopeia approved Chapter <86>, allowing the use of non-animal-derived reagents for endotoxin testing, it was big news for ACC and PyroSmart® NextGen®. Cobalt provided several assets to help the company share the news.

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