Bayer Diabetes Care needed a unifying idea that could work across multiple audiences, media and geographies, to communicate their mission of service, which is to create a difference in the lives of diabetics by simplifying the enormously complex issues of treatment and management that this chronic disease creates, and to inspire people with diabetes, and all those who serve them.

The agency created the theme line “Simple Wins” to celebrate the importance of simple, small successes, and to declare that ‘simplicity’ wins over complexity. An iconic communication of this theme is articulated by representing life with diabetes as a tangled, self-constricting web of chaos, from which, (with Bayer’s help) arises a simple, orderly, linear progress to success. A vibrant, blue tangled knot is fluidly unfurled into a simpler, gentler line…a pathway to hope and health: Simple wins.

Broadcast, print advertising, brochures and the website were key channels that communicated to internal Bayer personnel, diabetes patients and health care professionals how Bayer’s outlook, intent, staff, technology and blood glucose meters are the catalyst to simplewins™. This new logo successfully redefined the corporate mission in internal communications, and provided the diabetic community with an iconic and memorable rallying cry.