Case Study: Orexo boosts MAT brand growth and sales with StrawberryFrog's "Out the Monster" campaign

Orexo grows sales 27% with StrawberryFrog's Out the Monster campaign

Orexo faced the challenge of launching a new Medication-Assisted Treatment (MAT) product in a highly competitive market dominated by a single leader. They needed to grow brand recognition among healthcare providers while overcoming the significant social stigma associated with opioid addiction, a crisis causing 46 daily deaths in the U.S. Previous fact-based marketing had failed to differentiate them. The vendor StrawberryFrog was engaged to address this.

StrawberryFrog developed the "Out the Monster" movement, an unbranded campaign that reframed addiction as a monster to be confronted. This emotional, movement-driven approach included a horror film, a microsite, and multi-channel activations to de-stigmatize the issue and encourage treatment conversations. The results were significant: the campaign won a Cannes Gold Lion, reached 10.9 million people organically, and increased Orexo's sales growth by 27%. StrawberryFrog successfully established Orexo as a thought leader and provided a easier path to recovery for those affected.

Orexo