OneTouch Ultra Plus Flex™

A rebrand, packaging refresh, and product launch designed to bring a more affordable blood glucose meter to the U.S. market.

STRATEGIC DEVELOPMENT | BRAND POSITIONING | GO-TO-MARKET EXECUTION

At LifeScan, I played a key role in shaping the launch of the OneTouch Ultra Plus Flex meter in the United States. The opportunity was to introduce an FDA-approved device to cost-conscious consumers looking for both affordability and the reassurance of a trusted brand. Working across strategy and project leadership, I helped define the product’s positioning, establish an internal brand identity, and guide the brand expression through a refreshed packaging system and supporting launch materials.

The Unlock

The strategic unlock was recognizing that affordability alone would not be enough. The product needed to feel both accessible and credible, giving consumers confidence that they were choosing a quality device backed by a brand they could trust. That meant aligning the internal brand identity with the external brand expression and bringing that strategy to life through packaging, promotional materials, and launch execution.

Campaign expression

Packaging refresh, promotional materials for healthcare professionals and patients, channel collaboration, demand-generation support, and retail launch execution across major U.S. retailers and wholesale clubs.