Croda Pharma
Strategic copywriting and creative concept development for a global pharmaceutical brand, delivered via a Leeds-based agency partner.
Concepts and copy developed for my partner agency ThinkOTB, a Leeds-based brand and response agency, working with Croda Pharma. The brief was to reposition Croda’s sustainable squalene—derived without the use of shark liver—as a superior alternative to more traditional sources.
The work focused on communicating the product’s key features and benefits in a creative, disruptive way, breaking away from the formulaic, technical tone typical of the category. The goal was to make Croda’s squalene more distinctive, compelling, and commercially appealing to vaccine manufacturers and pharmaceutical decision-makers worldwide.