• by Les Luchter , June 16, 2026

Two years ago, “Say Yep to Vyepti” -- the first consumer advertising for the migraine preventative medicine -- focused on a woman struggling with migraines on the job and out at dinner before she finds relief through the infusion treatment.

Now, the same woman is back in a campaign expansion that again shows her struggling with the effect of migraines -- but this time through disruptions at her child’s school orchestra concert.

“We’re seeing the level of disruption migraine can play,” Elizabeth Schwartz, vice president of neurology marketing for Vyepti parent Lundbeck, tells Marketing Daily.  “Beyond frequency of migraine days and pain intensity, this campaign is shining a light on the holistic burden and life impact.”

The concert situation in the ad, she says, is typical of what migraine patients endure in not being able to enjoy events, which came out in market research that provided a “deep level of understanding of how patients with migraine are experiencing everything in their day-to-day life.” In addition to patients, Vyepti also engaged with “patient advocates and the leader of advocacy organizations,” she adds.

Besides the ad’s focus, Schwartz points to two other additions in the creative, which continues to be handled by Eversana Intouch.

One is a sonic branding jingle to the “Say Yep to Vyepti” line at the end of the new spot (which comes in :60 and :45 versions).  “It’ a great way to drive recall,” Schwartz notes. 

The other addition is showing how easy it is for patients to contact their doctors through the patient portals, she says, with the woman shown texting her neurologist mid-concert once “she decides enough is enough. The modeling of that behavior is key to unlocking the conversation that comes next.”.

Paid media, with buying handled by Havas, includes streaming TV, streaming audio, web banners and social “Campaigns are only successful if you’re hitting across the target audience in multiple channels at multiple touchpoints and with repetition,” says Schwartz.

While most of the campaign repeats the theme of the TV spots, with the same woman featured, the brand’s influencer marketing does not. “Through the influencers, we’re able to look into the world of some other patients and see their experience of what it is to live with chronic migraine,” Schwartz explains.

Here are links to Vyepti posts from two lifestyle influencers who are also migraine patients: Brandi Vonne and My Rome Home.

Vyepti, the only FDA-approved intravenous (IV) preventative treatment for migraines, was launched in 2020. As the new spot points out, studies have found that users “saw an average of eight fewer migraine days a month,” Schwartz also points out that patients “report reductions in the intensity of their symptoms.”

More than 40 million people in the U.S. cope with chronic migraines, according to the American Migraine Foundation.

Lundbeck, a pharma firm focused on brain health, was founded in Denmark in 1915.