PROVIGIL is a prescription medicine used to improve wakefulness in adults who experience excessive sleepiness (ES) due to sleep disorders.
Palio and Cephalon developed a campaign to legitimize the condition with physicians and enhance the understanding of the condition and the benefits of Provigil. The “fog” insight paved the way for a new series of messages and creative concepts for Provigil, and led to the creation of an entirely new portfolio of marketing tools.
The campaign has won numerous awards and Provigil achieved blockbuster status in 2008 with sales reaching over $1 billion.