Genentech debuts next iteration of its Ocrevus MS campaign, targeting GenZ and Hispanic audiences
In the newest campaign for multiple sclerosis brand Ocrevus from Roche’s Genentech, real patients celebrate “more progress” holding up the brand’s now-familiar two-finger peace sign. The multiple-meaning hand signal — symbolic for victory, peace and a nod to Ocrevus’ twice yearly dosing schedule — is a holdover from the brand’s first DTC campaign in 2019.
But now Genentech is moving forward with a campaign evolution, continuing to reach out to millennials, but also adding in new groups like Gen Z and Hispanic people living with MS. The “More Progress, Less Progression” campaign is running across media channels in English and in parallel in Spanish as “Mas Progreso, Menos Progresión.”
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