Problem:
Drawing on a half century of fermentation expertise, Ajinomoto perfected and patented a protein expression system that reduces production costs and speeds time to market. They needed to introduce this innovation to the marketplace, but had no marketing theme or materials.

Solution:
After careful analysis of the situation, Forma created a campaign based on a diagram showing the typical steps in protein expression when using E. coli fermentation. Thanks to Ajinomoto’s modification of Corynebacterium glutamicum, many of the steps in the traditional process are unnecessary, so die-cuts (in print) and animation (on screen) are used to make these steps simply disappear – visually demonstrating the efficiency of Ajinomoto’s new method.

Results:
Through materials including a brochure, web landing page and a series of banner ads, the Corynex protein expression system has been successfully introduced to the marketplace. A complex fermentation process has been conveyed in a simple and memorable manner.

Services Fulfilled:
• Marketing Strategy
• Competitive Audit
• Brand Development
• Product Identity
• Brochure

• Print Advertising

• Banner advertising
• Landing Page