You’re Good to Pogo

What do nude pickleball players and nosy bathroom neighbors have to do with managing diabetes?

Intuity Medical, Inc., a medical technology company with the mission to simplify diabetes management, and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have collaborated together to launch an all-new brand platform and national campaign.

The brand platform, “You’re Good to Pogo”, brings to life a better alternative for staying on top of your glucose levels, anywhere you choose. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button – thanks to Intuity Medical’s signature innovation, the POGO Automatic®.

The campaign is driven by two spots and marks the first significant marketing push for the POGO Automatic. “Pickleball” sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor, or anything, on their bodies – a pair of naturist pickleballers.

“Bathroom” is another mockumentary with someone who was spending so much time testing in cramped bathroom stalls, they had to start making some changes. The pieces were directed by Hank Perlman of award-winning production company Hungry Man, who led editorial as well. The VFX, color, and mix was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.

The work follows Intuity Medical appointing Cutwater the creative and media agency of record title. The business was won earlier this year after a comprehensive review. “The POGO Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either”, explains Cutwater Founder and CCO Chuck McBride. “And by using the name in a clever way, we’re confident they won’t confuse POGO Automatic with any other brand.”