In a strategic move fueled by its triumph in the Fierce Madness Drug Ad Tournament, Intra-Cellular Therapies is significantly enhancing its promotional efforts for Caplyta, the breakthrough medication aimed at bipolar depression. The company’s resounding victory has invigorated their “Let in the Lyte” campaign, and they are now poised to intensify their marketing push on television, leveraging a remarkable 100% surge in second-quarter sales.
Hailing from the vibrant backdrop of New York, Intra-Cellular Therapies initially launched the “Let in the Lyte” campaign last year to amplify awareness about the extended scope of Caplyta’s benefits, now encompassing bipolar depression treatment. Throughout this journey, the company has finessed its advertisements while retaining the core essence of the message. Building upon the foundation set by their inaugural “Dawn” TV ad earlier in 2023, the latest ad iteration remains faithful to the formula that Intra-Cellular masterfully established.
Both commercials kick off with a poignant voiceover, gently stating, “sometimes the lows of bipolar depression feel darkest before dawn.” However, the visuals have undergone an engaging transformation, accompanied by nuanced shifts in the subsequent narrative elements. The latest concise TV spot swiftly directs the spotlight towards the pivotal message that “with Caplyta, there is a chance to let in the light.” Notably, Intra-Cellular has omitted the previous message of “let the light shine through and light tomorrow with the hope from today,” which had featured in their January ad. Both ads unmistakably emphasize Caplyta’s unique ability to address both bipolar 1 and 2 depression, distinguishing it from competing medications.
The fresh ad, much like its forerunner, portrays individuals enjoying their lives with evident delight. For this iteration, Intra-Cellular ingeniously filmed two young adults: a woman engaged in lively conversation and crafting a necklace, and a man capturing the exhilarating moves of a skateboarder. In contrast, the earlier ad showcased a diverse range of joyful and active individuals.
In a synchronized move, Intra-Cellular kickstarted their latest ad campaign alongside the release of their second-quarter earnings report. Impressively, Caplyta’s sales witnessed an astounding 100% surge, tallying up to $110.1 million during the quarter. This compelling growth emboldened the company to extend their sales projections, appending $15 million to the lower end and $10 million to the upper end of their anticipated range. In light of this development, Intra-Cellular now envisions Caplyta’s full-year sales to range between $445 million and $465 million.
Mark Neumann, the Chief Commercial Officer at Intra-Cellular, attributed this remarkable progress to the company’s direct-to-consumer national advertising endeavor. During an engaging discussion with investors on the second-quarter earnings call, Neumann emphasized how this campaign has emerged as a pivotal driver in generating heightened interest and intrigue around the medication.
Intra-Cellular’s calculated and dynamic approach underscores their determination to amplify the reach of Caplyta, with the infusion of fresh creativity and an unwavering focus on their core message. This concerted effort promises to not only fortify their market presence but also significantly impact those grappling with bipolar depression.
