Lund­beck en­cour­ages mi­graine pa­tients to ‘Say Yep’ to its IV-in­fused med in lat­est cam­paign

Lund­beck is tak­ing a new tack in its mi­graine mar­ket­ing for Vyep­ti, the on­ly IV-in­fused op­tion in the crowd­ed mar­ket. The cam­paign, launched this week, re­in­forces the brand name with a “Say Yep” re­minder and not hav­ing to wor­ry about dai­ly mi­graine man­age­ment.

The TV ad us­es over-the-top char­ac­ters — an an­noy­ing co-work­er, a school PTA leader, and a restau­rant serv­er — to loud­ly point out dai­ly strug­gles to a young woman mak­ing her way through her day. The co-work­er, for in­stance, flash­es a gi­ant cheesy grin and plunks a huge fold­er on her desk, say­ing “Who’s ex­cit­ed to work around the clock and do way too much man­ag­ing mi­graine?”

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