The Background: The use of At Home COVID testing, once hailed as the key method of curbing the spread of the virus has decreased substantially. People no longer consider COVID diagnosis as a top priority when ill. 

The Product: iHealth was one of the first few health tech companies to release at-home COVID testing during the height of the pandemic, they partnered with the US government to send tests to millions of households around the country. In 2024 the company released a brand new, revolutionary product. A dual at-home COVID & Flu testing kit, with which one could identify whether they have COVID or the Flu in a matter of minutes.

The Insight:  The COVID testing kits were seen by the majority of the population as a crisis tool for an unprecedented time. Our goal was to change this mindset, positioning the dual testing kit as an everyday essential to keep in one’s medical cabinet. We identified younger moms and older women, both of whom lead in making the wellness-related decisions in their households as the key audiences to speak to. We leveraged the iconic Orange from the iHealth packaging to create our strategic brief “Orange means GO”.