Laboratorio Takeda, S.R.L.
Directing a 10-City National Pharmaceutical Launch Tour & Brand Ecosystem for Takeda (Xefo Lornoxicam)
When Laboratorio Takeda, S.R.L. prepared to launch its flagship nonsteroidal anti-inflammatory drug (NSAID) Xefo (lornoxicam) for acute postoperative pain, they partnered with LV Branding (under our foundational agency roots as Grupo Createl) to execute a comprehensive, high-impact 1-year national launch campaign spanning 10 major cities.
Verified outcomes
Executed a full 1-year contract term covering end-to-end strategic concept development, graphic design, 3D venue surveys, artistic production, and technical direction across a multi-city national tour. Officially recognized by Takeda General Manager Stefan Bellinghausen and Product Manager Jhoana Briceño, who praised the campaign's high-impact audio-visual assets, precise technical execution, and exceptional creative direction. Delivered a total turnkey execution tailored 100% in Spanish for the Venezuelan workforce and medical community, featuring multi-sensory brand experiences, 4D special effects, and immersive corporate theater.
A nationwide pharmaceutical product launch campaign entirely developed in Spanish for the Venezuelan workforce and medical audience, featuring custom swag, a sales force kickoff in Porlamar (featuring "El Sr. De los Alivios"), an administrative multi-brand showcase with sensory corporate theater at the Gran Meliá Caracas, and a multi-city physician partnership tour.
Problem statement
Introducing a new NSAID analgesic requires breaking through clinical inertia, securing internal team alignment via unforgettable experiential touchpoints, and capturing high-intent physician recall across multiple regional markets with distinct logistical requirements.
Services provided
When Laboratorio Takeda, S.R.L. partnered with our team to engineer the nationwide launch of Xefo (lornoxicam), we delivered an end-to-end, enterprise-grade brand ecosystem and multi-sensory experiential campaign spanning ten major cities across the region. Designed to secure deep clinical engagement and physician adoption, our integrated scope of services encompassed:
- Strategic Communication & Campaign Direction: Comprehensive strategic planning, narrative development, and full-scale campaign direction and execution.
- Advanced Graphic Design & Production Prep: Precision graphic design, custom die-cut specifications, rigorous color proofing, and the production of bespoke BTL materials, including specialized mouse pads, branded speakers, hats, dummy kits, and custom merchandise.
- Spatial & Technical Venue Engineering: Detailed 3D spatial surveys, custom technical direction for diverse event venues, and sophisticated staging architecture.
- Immersive Multimedia & Sensory Production: Advanced multimedia production incorporating state-of-the-art 4D special effects, dynamic lighting design, and advanced holography.
- World-Class Talent & Live Entertainment: Professional voiceover talent featuring Salvador Camero, live musical performances featuring renowned singer Kiara holding the national flag, a classical string quartet featuring members of the Simon Bolivar Orchestra (directed by violinist Nicole Rueda), and custom musical scoring.
- Choreography & Live Theatrical Production: Custom choreographed live dance performances, electrifying on-stage Michael Jackson tribute performances, and immersive role-play activities designed for targeted sales force training.
- Bespoke Experiential Swag & Merchandise: Custom-designed event apparel and interactive promotional items, including branded hats and customized participant kits.
- Executive Media Production & Direction: High-end video production featuring executive presentations by corporate directors, including the custom-filmed El Señor de los Alivios cinematic video production captured on location during the Margarita Island event leg.
- Multi-City Tour Logistics & Execution: Complete turnkey rollout covering all launch events across ten major metropolitan areas.
Process notes
Initiated via an internal BTL teaser campaign "Estamos preparando un evento que te acelerará el corazón" (We’re about to get your heart racing) through the mini-site acelerador del alivio, followed by immersive internal sales force bootcamps ("Takeda Film Fest" in Porlamar), an administrative showcase at the Hotel Gran Meliá Caracas featuring sensory corporate theater and cross-brand executive presentations, and regional physician launch events across Caracas, Maracaibo, Valencia, Mérida, Maracay, Puerto Ordaz, Barcelona, San Cristóbal, and Barquisimeto incorporating high-impact audiovisual openings and holographic displays.
Impact
Delivered unified brand positioning and unforgettable localized messaging under the banner "¡Rápido, más rápido, acelerado!" (Fast, faster, accelerated!) and "Lornoxicam ahora se escribe Xefo, porque el dolor no puede esperar" (Redefining Lornoxicam as Xefo, because relief can't wait), driving record internal adoption and high clinical engagement across the entire Venezuelan market.
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Transforming Healthcare and Pharmaceutical Brands Across Markets
From enterprise-grade product launches and multi-city medical campaigns to cross-border brand ecosystems, LV Branding (www.lvbranding.com) partners with pharmaceutical leaders and healthcare innovators across the U.S. and Latin America to drive market adoption, clinical engagement, and measurable growth.