The Boston Globe covered a moment I was proud to help build: Hologic, the Marlborough medical device company, launching its first national consumer campaign during the Super Bowl with Mary J. Blige front and center.
The Globe’s angle was the hometown story, a Massachusetts company taking an unprecedented swing. Behind that swing was months of strategy. When the team learned Mary J. Blige would be performing at the halftime show, the question became whether a company that had never spoken directly to consumers could earn its place in the most crowded advertising environment on earth. Our answer was to anchor the spot in something no other advertiser that night was saying: get your annual screenings.
Health messaging usually struggles in entertainment contexts. This one worked because the messenger, the moment and the mission lined up, and because the campaign pointed somewhere concrete for women ready to act on it.
Read the original coverage at the Boston Globe, and the strategy deep dive in my Campaign US interview about the spot.
More on this campaign: Hologic makes Super Bowl debut with women’s health message · Hologic buys first-time Super Bowl ad
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Cheryl Overton speaks on brand storytelling, culture and leadership at conferences and corporate events worldwide.
