Our Challenge
Croda Pharma needed a bold campaign to position its Sustainably Sourced Squalene as the superior choice in the vaccine adjuvant market. While squalene is widely used to enhance immune responses in vaccines, much of the global supply is still sourced from shark livers — raising ethical concerns, biodiversity risks and supply chain uncertainty.
Croda’s alternative is fermentation-derived and fully traceable. However, competitor messaging was creating confusion in the market. The challenge was to cut through this noise with a clear, confident message that highlighted Croda’s scientific credibility, ethical sourcing and reliable supply chain.
The campaign needed to speak directly to pharmaceutical decision-makers, combining strong environmental credentials with the performance, purity and regulatory confidence required for vaccine development.
Our Creative Thinking
We developed a benefit-led campaign that positioned Croda’s squalene as the clean, future-facing alternative to traditional shark-derived sources.
The creative approach centred on bold, confident messaging that reframed sustainability as a mark of scientific progress rather than a compromise. By highlighting Croda’s fermentation-based production process, the campaign demonstrated how squalene can be produced without animal origin, marine impact or supply chain uncertainty.
Across campaign visuals, headlines and digital content, we translated complex technical benefits into clear, memorable messages — emphasising high purity, traceable supply and proven stability in vaccine formulations. The creative routes also used striking comparisons to challenge outdated sourcing methods, helping pharmaceutical audiences reconsider where their squalene comes from.
The result was a confident campaign platform that positioned Croda as the ethical, scalable and scientifically credible choice for vaccine manufacturers, proving that high-performance ingredients can also deliver on sustainability.
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