Baxter Europe

Baxter Europe
Rebranding Infusors

Challenge
To rebrand and reinvigorate a market leading range of medical devices to help maintain a premium price position.

Response
Baxter invented Infusors over 20 years ago and the simple technology provides a way to deliver medication (primarily for pain relief or for chemotherapy) over several hours or days from a mechanical device. Quadrant worked with Baxter to define the brands more precisely and create defined ranges, these were given clearer graphic recognition, and a structure for line development (eg Painfusor). Quadrant also more closely associated the Baxter brand with the product brand. The "O" in Infusor made it a Baxter trademark (all other competitors were Infusers). A campaign around the 20 years of Infusors and the O was developed to reinforce that Baxter was the 'Original and Still the Best'. A European direct mail and advertising campaign was developed with local incentives to encourage local use.

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