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Note: The original version of this story referred to the Gonal-f’s parent company as “Merck.” While technically correct, Brandweek has opted to change that reference to “EMD Serono” since there are two companies named Merck, which might create confusion for readers.
EMD Serono is attempting to inject a little lightheartedness into a traumatic subject for some — infertility — with a guerrilla marketing campaign for Gonal-f that plays on the time-honored birds and bees imagery.
The pharma giant worked with Minneapolis agency mono to send a woman and a man dressed, respectively, in bird and bee costumes in Baltimore last month.
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