Intra-Cellular Therapies is doubling down on its Caplyta "Let in the Lyte" bipolar depression campaign, following its victory in this year's Fierce Madness Drug Ad Tournament. Riding high on this success, the company has refreshed the campaign for a renewed TV promotion, aiming to further capitalize on its 100% growth in second-quarter sales.
The New York-based biopharmaceutical company ran the first “Let in the Lyte” ads last year to raise awareness of the expansion of its Caplyta label to cover bipolar depression. Since then, Intra-Cellular has tweaked its ads while keeping the core message. The latest ad follows the blueprint that Intra-Cellular established with its first “Dawn” TV spot at the start of 2023.
Both ads begin with a voiceover that says “sometimes the lows of bipolar depression feel darkest before dawn” but the visuals are new and the subsequent narration differs in parts.
In the latest, shorter TV spot, the narrator cuts quickly to the core message that “with Caplyta, there is a chance to let in the light.” Intra-Cellular has dropped the “there's a chance to let the light shine through and light tomorrow with the hope from today” messaging that it used in the ad that ran in January. Both ads hit the key message that Caplyta, unlike some medicines, treats bipolar 1 and 2 depression.
The new ad, like its predecessor, features footage of people happily going about their days. For the latest ad, Intra-Cellular filmed two young adults, a woman who talks with friends and makes a necklace, and a man who films another person skateboarding. The earlier ad featured different happy, active people.
Intra-Cellular kicked off the latest ad campaign as it reported second-quarter earnings. Caplyta sales grew 100% to $110.1 million in the quarter, encouraging the company to add $15 million to the low end and $10 million to the high end of its range. Intra-Cellular now expects full-year Caplyta sales of $445 million to $465 million.
Talking to investors on a second-quarter earnings call, Mark Neumann, Intra-Cellular’s chief commercial officer, cited the direct-to-consumer national advertising campaign as a driver of interest in the medicine.
“The campaign is generating significant patient interest and requests for Caplyta, as well as raising brand awareness among prescribers. We are pleased with the impact that the campaign is having, and we'll be continuing these efforts throughout the second half of the year,” Neumann said.