ACCU-CHEK is a home diabetes meter system that allows diabetics to check their insulin levels quickly and accurately. Managing the disease is a battle for diabetics and in order to make our ad highly relevant to them, we chose to call the disease what diabetics call it – a Beast!

The ad message communicated the stark loneliness of the battle but delivered the positive “help has arrived”. The words resonated with diabetics and how they view the beast.