Brand News
Horsham, Pa., December 03, 2009
Dudnyk Blazes New Trails, Wins PM360 Brand of the Year
Visually Striking, Bold Launch Campaign Forged for MOXATAG
The innovative launch campaign for MiddleBrook Pharmaceuticals’ (NASDAQ: MBRK) MOXATAG® (amoxicillin extended-release) Tablets was crowned Infectious Disease Brand of the Year by PM360 magazine. Dudnyk—the multichannel, healthcare communications agency—created the brand’s compelling identity. Using the bold imagery of molten ore poured into a “MOXATAG” mold with the words, “The First Once-Daily Amoxicillin Is Formed,” conveys the product’s newness and strength.
“We are honored that the MOXATAG launch has been recognized by PM360,” said Seung Baick, Group Product Director, MiddleBrook Pharmaceuticals. “Making MOXATAG a reality has been a long road for us. Thankfully, Dudnyk continually challenged us to think differently about branding. With Dudnyk leading the charge, we’ve created a brand that resonates with doctors, and that connection has yielded impressive market share gains for the brand.”
“Having our work recognized like this is a great honor,” echoed Frank Powers, President, Dudnyk. “We are proud of the bold solution we created for MOXATAG, creating striking visuals that communicate intrinsic brand values. We realize success is more than how and where we tell our story: it’s about igniting the energy within a brand, propelling it forward.”
About Dudnyk
Dudnyk stands apart from the usual pharmaceutical ad agencies. Independently owned. Multichannel. Specialty-focused. Strategic. Scientific. Creative. Powerful branded and unbranded communications for the pharmaceutical, biotech, and device worlds. Reinventing the way medical marketing and professionals communicate since 1993. See dudnyk.com.
About MiddleBrook Pharmaceuticals
MiddleBrook Pharmaceuticals, Inc. (Nasdaq: MBRK) is a pharmaceutical company focused on developing and commercializing anti-infective products that fulfill unmet medical needs. We have developed a proprietary delivery technology called PULSYS, which enables the pulsatile delivery, or delivery in rapid bursts, of certain drugs. We are currently developing a portfolio of anti-infective PULSYS products. Our near-term corporate strategy is to improve dosing regimens and/or reduce frequency of dosing which we believe will result in improved patient dosing convenience and compliance for antibiotics that have been used and trusted by physicians and patients for decades. MiddleBrook currently markets KEFLEX, the immediate-release brand of cephalexin, and MOXATAG — the first and only FDA-approved once-daily amoxicillin. For more information about MiddleBrook, please visit www.middlebrookpharma.com.
About MOXATAG
MOXATAG® (amoxicillin extended-release) Tablets, 775mg, is a once-a-day extended-release formulation of amoxicillin for oral administration consisting of three components: one immediate-release component and two delayed-release components. The three components of MOXATAG are combined in a specific ratio to prolong the release of amoxicillin compared to immediate-release amoxicillin. MOXATAG is intended to provide a lower treatment dose, once-daily alternative to currently approved penicillin and amoxicillin regimens for the treatment of adults and pediatric patients 12 years and older with tonsillitis and/or pharyngitis. For more information about MOXATAG, please visit www.middlebrookpharma.com.
