Having a life threatening allergy is scary. That was the advertising approach taken in 2016 by Epi-Pen maker Mylan with their “Face Your Risk” awareness campaign. ARS Pharma is taking a different approach with their epinephrine nasal spray, going for a friendly approach and the first step in that is naming of the spray, Neffy.
by Beth Snyder Bulik
Sep 3, 2021
Friendly epinephrine? Meet Neffy, ARS Pharmaceuticals’ nasal spray epinephrine to treat severe allergic reactions to food, medicines and insect bites.
Neffy, now awaiting FDA approval, aims to flip the script on past epinephrine autoinjector marketing that focused on fear around the severe reactions called anaphylaxis. Anaphylaxis is indeed scary—hives, extreme swelling, breathing difficulties, loss of consciousness and even death can happen quickly.
Remember the chilling 2016 “Face Your Risk” awareness campaign from Epi-Pen maker Mylan, now Viatris? Its TV ad featured a teenage girl at a party who accidentally eats a brownie with peanut butter, showing her rapid descent into anaphylaxis as her friends panic around her.