GSK were struggling to gain traction with their biggest Asthma drug, Advair. It had always been a challenge to get patients and doctors to have a proper conversation about better treatment.


our approach.

Through global ethnographic research we were able to see a very different asthma sufferer to the one GSK described… the real sufferer was the partner, parent or child of that person, who had the burden of worrying about their loved one.



The insight ‘one asthmatic many sufferers’ drove a raft of activity including the creation of a self diagnosis test freely available to competitors and charities. The brand achieved $1 billion growth in sales over 3 years. All driven from one unifying insight.

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