Astra Zeneca launched their asthma drug Symbicort into an already crowded combination therapy marketplace, targeting moderate to severe sufferers. It was the third entry into the category owned by Advair and lacked a differentiating claim. The insight into this audience was that asthma symptoms were unpredictable and could return at any time. But Symbicort’s around-the-clock relief was a category claim, and five minute relief from symptoms, for someone with asthma, is a long time to wait. So we need to rely on engaging, eye-catching visuals to drive traffic to the website and doctor appointments.