Creative summary
Invitrogen reverse transcriptase line of products was ready to introduce a new line of SuperScript solutions. The ask was to reposition the SuperScript brand and to set up the landscape to promote the next generation of products. By leveraging the brand's playfulness a family of personas was created to rebrand the existing offering and pave the way for the rest of the family of products. The uniqueness of the campaign helped reached out to the intended audiences in a very memorable way.
