Intuity Medical, a medical technology aiming to simplify diabetes management, has launched a new brand platform and national campaign.

The brand platform, ‘You’re Good to Pogo’, created by agency of record, Cutwater, brings to life a better alternative for staying on top of your glucose levels, anywhere you choose. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button, using Intuity Medical’s POGO Automatic device.

The campaign is driven by two spots and marks the first significant marketing push for the POGO Automatic. ‘Pickleball’ sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor, or anything, on their bodies – a pair of naturist pickleballers. ‘Bathroom’ is another mockumentary with someone who was spending so much time testing in cramped bathroom stalls, they had to start making some changes.

The campaign will run across digital, social, display, and search. Media partners include YouTube, Hulu, Paramount+, ESPN, and Peacock. The content will be supported by an influencer program, along with branded materials for healthcare providers and professionals.

“One in 10 people are diagnosed with diabetes, and the conversations around this community don't focus enough on the choice of discretion,” said Intuity Medical Vice President of Marketing, Dave Yamauchi. “Intuity Medical is committed to supporting those with and managing diabetes. The POGO Automatic's One-Step benefit is a simpler alternative to traditional Blood Glucose Monitoring and noticeable Continuous Glucose Monitoring devices.”