When a Diabetes Claim Needed to Feel Real
Managing diabetes often goes beyond simply avoiding sugar. Even people who consciously try to eat healthy can continue experiencing unexpected blood sugar spikes after meals.
Campaign – Testimonial Film for the “59% Lower Sugar Spike” Claim
Background
Managing diabetes often goes beyond simply avoiding sugar. Even people who consciously try to eat healthy can continue experiencing unexpected blood sugar spikes after meals.
At the same time, diabetes communication as a category tends to feel highly clinical, technical and difficult for audiences to emotionally connect with.
For Protinex Diabetes Care, the challenge was not just introducing a newly proven clinical claim, but making it feel believable, relatable and relevant in everyday life.
The Challenge
Communicate Protinex Diabetes Care’s clinically proven claim of helping reduce post-meal sugar spikes by 59% in a way that felt real, human and easy for audiences to connect with.
The communication needed to simplify the science while addressing a genuine everyday behaviour many people overlook: portion size and balanced nutrition.
The Insight
People with diabetes often focus only on eating healthy foods, but effective diabetes management also depends on portion control and having the right nutritional balance within meals.
Small daily habits can quietly make a significant difference.
The Strategic Thought
Instead of creating a highly medical or technical film, the campaign approached the message through a relatable testimonial format rooted in everyday experiences.
The idea was to make the communication feel personal and credible by showing simple, sustainable lifestyle changes rather than dramatic transformations.
The Big Idea
Don’t just explain the benefit. Show it through a real and relatable journey.
The campaign used a direct-to-camera testimonial approach where the protagonist openly talks about her struggles with unexpected sugar spikes despite trying to eat healthy.
The film then demonstrates how reducing portion sizes and adding Protinex Diabetes Care to her daily diet helped improve her post-meal sugar spikes.
The Core Film (DVC)
The film unfolds through a simple and honest testimonial-style narrative.
The protagonist speaks directly to the audience, sharing a relatable concern many people with diabetes face: despite eating healthy, her blood sugar levels would still spike after meals.
The communication then introduces two manageable lifestyle changes:
- Practising portion control
- Adding Protinex Diabetes Care to daily meals
The film visually demonstrates the impact of these changes by showing her blood sugar readings before and after incorporating the product into her routine.
By combining a real-world problem with a visually demonstrated outcome, the communication made the “59% lower sugar spike” claim feel more tangible, believable and easier to adopt.
Campaign Amplification
To expand reach and improve relatability across markets, the DVC was adapted into multiple regional language versions.
The testimonial-led format helped the communication feel more personal and accessible to a wider audience.
Campaign Scale
The campaign rolled out across digital platforms through regional adaptations designed to strengthen credibility and audience connection around the newly introduced clinical claim.
Results
The campaign successfully translated a clinically backed claim into a simple and relatable human story.
By focusing on real habits, portion control and testimonial-led storytelling, the communication made diabetes management feel more approachable while helping audiences better understand the product benefit.
