Agile Therapeutics® Announces First Twirla® Commercial Targeting Gen Z
31 3월 2022 - 8:30PM
Agile Therapeutics, Inc. (Nasdaq: AGRX), a women’s healthcare
company, today announced the launch of its first consumer
commercial intended to increase awareness of the Twirla weekly
birth control patch.
The new ad launched March 30, 2022 on connected TV (CTV) and
will run during key months through the remainder of 2022. In
contrast to the inefficient mass advertising approach of
traditional cable TV, CTV allows brands to utilize
internet-connected video streaming services to focus exposure on a
custom target audience.
Deployment of the commercial is focused on Twirla’s primary
consumer target, 18- to 24-year-old women, and geotargeted in
California, Florida, Illinois, New York and Texas, reaching 41%-45%
of its primary consumer base in the country – equating to
approximately 5.7 million women.
The commercial highlights consumer attitudes that may lead to
interest in using Twirla for birth control, telling a story about
reproductive health choices through a playful and realistic lens.
The spot also aims to give women a strong, powerful voice,
emphasizing relationships between women and demonstrating the
impact of word of mouth among friends.
The ad was directed by award-winning director Maya Albanese,
known for her character-driven storytelling that jump-starts social
dialogue.
“Our Gen Z target appreciates transparency and authenticity,”
said Amy Welsh, vice president of marketing for Agile Therapeutics.
“When we saw Maya’s previous work and learned more about her
philosophy for reaching Gen Z through believable character
development, we knew she would be the right fit for us. She helped
us cast a diverse set of Gen Z actors who feel like real women on
screen. Her women-first approach also aligns perfectly with Agile’s
mission to represent, advocate for and empower women
everywhere.”
In addition to her impressive portfolio, Albanese is celebrated
in the industry for her commitment to creating an equitable and
diverse cast and crew. “I always strive to create equity and
balance in front of and behind my cameras that is reflective of the
wider world,” says Albanese. “My crews are often featured in the
press for exceptional diversity and female-forward hiring practices
... and are almost always 50% women.
“I also love to tell female hero-driven stories that support
products that cater to and help women,” continues Albanese, “and
this spot was an opportunity to do just that.”
In addition to streaming platforms, the new Twirla ad will also
be made available to a general audience on Twirla’s YouTube
channel.
About
Twirla®Twirla® (levonorgestrel and
ethinyl estradiol) transdermal system is a once-weekly combined
hormonal contraceptive (CHC) patch that contains the active
ingredients levonorgestrel (LNG), a type of progestin, and ethinyl
estradiol (EE), a type of estrogen. Twirla is indicated for use as
a method of contraception by women of reproductive potential with a
body mass index (BMI) < 30 kg/m2 for whom a combined
hormonal contraceptive is appropriate. Healthcare providers (HCPs)
are encouraged to consider Twirla’s reduced efficacy in women with
a BMI ≥ 25 to < 30 kg/m2 before prescribing. Twirla is
contraindicated in women with a BMI ≥ 30 kg/m2. Twirla is also
contraindicated in women over 35 years old who smoke. Cigarette
smoking increases the risk of serious cardiovascular events from
CHC use. Twirla is designed to be applied once weekly for three
weeks, followed by a week without a patch.
About Agile Therapeutics, Inc.Agile
Therapeutics is a forward-thinking women's healthcare company
dedicated to fulfilling the unmet health needs of today’s
women. Twirla and our product candidates are designed to
provide women with contraceptive options that offer freedom from
taking a daily pill, without committing to a longer-acting
method. Twirla® and our pipeline products are based on
our proprietary transdermal patch technology, called Skinfusion®,
which is designed to allow drug delivery through the skin. For more
information, please visit the company website at
www.agiletherapeutics.com. The Company may
occasionally disseminate material, nonpublic information on the
Company’s website.
Forward-Looking StatementCertain information
contained in this press release includes “forward-looking
statements,” within the meaning of Section 27A of the Securities
Act of 1933, as amended, and Section 21E of the Securities Exchange
Act of 1934, as amended, related to our marketing strategy for
Twirla. We may, in some cases use terms such as “predicts,”
“believes,” “potential,” “continue,” “anticipates,” “estimates,”
“expects,” “plans,” “intends,” “may,” “could,” “might,” “likely,”
“will,” “should” or other words that convey uncertainty of the
future events or outcomes to identify these forward-looking
statements. Our forward-looking statements are based on current
beliefs and expectations of our management team that involve risks,
potential changes in circumstances, assumptions, and uncertainties,
including statements regarding the market availability of and
consumer interest in Twirla. Any or all of the forward-looking
statements may turn out to be wrong or be affected by inaccurate
assumptions we might make or by known or unknown risks and
uncertainties. These forward-looking statements are subject to
risks and uncertainties including risks related to our ability to
reach our target consumer and create market demand for Twirla, our
ability to successfully commercialize Twirla, the accuracy of our
estimates of the potential market for Twirla, our strategy,
business plans and focus, and the other risks set forth in our
filings with the U.S. Securities and Exchange Commission,
including our Annual Report on Form 10-K and our Quarterly Reports
on Form 10-Q. For all these reasons, actual results and
developments could be materially different from those expressed in
or implied by our forward-looking statements. You are cautioned not
to place undue reliance on these forward-looking statements, which
are made only as of the date of this press release. We undertake no
obligation to publicly update such forward-looking statements to
reflect subsequent events or circumstances.
SOURCE: Agile Therapeutics, Inc.
Contact:
Matt Riley
Head of Investor Relations
mriley@agiletherapeutics.com
Agile Therapeutics (NASDAQ:AGRX)
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