• by Fern Siegel , September 7, 2023

Intuity Medical, a medical technology company, intends to simplify diabetes management.

The new brand platform, “You’re Good to Pogo,” presents an easier alternative to measure glucose levels. Many people check their blood-sugar levels in uncomfortable places to avoid public scrutiny. Now, they can discreetly test on-the-go with the push of a button: the POGO Automatic.

Creative and media agency of record Cutwater produced the all-new brand platform and national campaign.

The campaign is driven by two spots: “Pickleball” and "Bathroom."

The media runs across digital, social, display and search platforms. The content is also supported by an influencer program along with branded materials for healthcare providers and professionals.

"The POGO Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either,” said Cutwater founder-CCO Chuck McBride.

According to the Centers for Disease Control National Diabetes Statistics Report for 2022, cases of diabetes have risen to an estimated 37.3 million, 11.3% of the U.S. population.

Dave Yamauchi, Intuity Medical vice president of marketing, says the "conversations around this community don't focus enough on the choice of discretion. Since the all-in-one offering doesn't fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms."

The full-funnel approach runs the gamut from awareness to education to conversion. The campaign targets those with diabetes, caregivers and healthcare providers. GoodtoPogo.com has additional information.