Let’s say Sandoz is poised to launch a generic version of the most successful asthma and COPD inhaler in the history of the known universe. Trouble is, they won’t be the first generic to market. Ruh-roh. Ummm, better features? Some kind of splashy, high-tech differentiator? Dude, it’s a generic. Generics don’t have any personalit…hold that thought.
Art Direction: Karalyn Ciucci, Joon Ho Pak. Copy: DSN, Paul Mansolillo, Kayla Schwab. Illustration: Simon Shaw.