What it had to solve
POGO Automatic is not a typical blood glucose monitor, and its first significant marketing push had to show why: one-push testing anywhere, instead of hiding in uncomfortable places.
How it works
Two mockumentary spots — 'Pickleball', with naturist players who would feel uncomfortable wearing a sensor, and 'Bathroom', with a stall-dwelling tester — directed by Hank Perlman of Hungry Man, backed by a national buy across YouTube, Hulu, Paramount+, ESPN and Peacock plus an influencer program.
What it did
Intuity's first significant marketing push for POGO Automatic, running full-funnel from awareness to conversion with branded materials for healthcare providers; no results figures were reported.
Background
LBBOnline reported on August 9, 2023 that Intuity Medical, the medical technology company on a mission to simplify diabetes management, had launched an all-new brand platform, 'You're Good to Pogo', with its creative and media agency of record Cutwater, which it had appointed earlier that year after a comprehensive review.
The insight was social, not medical: many people feel self-conscious checking blood sugar around others, so they excuse themselves from the moment to test in the most uncomfortable places. The POGO Automatic answers with discreet, one-push testing on the go. Cutwater founder and CCO Chuck McBride said the non-typical monitor needed non-typical work, and that using the name cleverly would keep it from being confused with any other brand.
The campaign's two mockumentary spots were directed by Hank Perlman of Hungry Man: 'Pickleball' interviews naturist players — the people most uncomfortable wearing anything on their bodies — while 'Bathroom' follows someone who spent so long testing in cramped stalls he had to make changes. The media strategy took a full-funnel approach targeting people with diabetes, caregivers and healthcare providers, with VFX, colour and mix by Brickyard VFX, Royal Muster and Lime Studios.
Why it lands
The campaign is built on a real product difference — one-push, discreet testing — rather than category-default claims about accuracy.
The mockumentary format dramatises the exact user pain (public embarrassment) that the product removes.
It marks Intuity's first significant marketing push, making the platform itself the strategic bet on how POGO Automatic enters the market.
What you can take
Category conventions are a targeting tool: mockumentary embarrassment humor speaks to the people who hide their testing — exactly who a discreet device is for.
Since then
As of the August 2023 launch, the campaign was running nationwide across digital, social, display and search, supported by an influencer program and branded materials for healthcare professionals. Intuity VP of marketing Dave Yamauchi noted one in ten people are diagnosed with diabetes and said conversations around the community don't focus enough on discretion.
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