Alpharma - brand identity, print, web and intranet launches

Challenge:
Alpharma, with the sale of it's generic pharmaceutical business, set an objective to reposition itself as a specialty pharmaceutical business. They looked to develop an updated brand identity, update their global web and intranet sites, and develop several, corollary on and off-line projects to support the launch of the new identity.

Solution:
Catalyst was engaged to research the brand identities of fifteen of Alpharma's competitors, and develop an new brand positioning, identity and vision and values statement. Alpharma's new identity Growth Through Innovation" was launched with integrated print and web campaigns and is being rolled out globally.  Catalyst also supports Alpharma's global Vision and Values initiative with an integrated campaign that includes posters and a screen saver translated into several languages and fulfilled worldwide.

Alpharma's global web and intranet portals were developed using the SODA^SM content management suite, including rotating ads, a Flash-animated timeline, world and pharmaceutical news feeds, and an instant messenger feature. Prior to the sale of it's generics business, Alpharma's web and intranet had grown to include 30 sites, 80 administrators, seven languages, 3,000 pages and 400 megabytes of content. www.alpharma.com averaged 15,000 unique visitors a month.

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