BIKTARVY's New Look

The Ask: Differentiate an established HIV leader in a crowded market

BIKTARVY entered the market as one of the first single-tablet HIV treatments and spent years leading the category. As competitors arrived, the challenge shifted from awareness to differentiation. The brand needed to stand apart while keeping the equity of its existing Real People platform.

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What I Found: The category looked and sounded the same

Competitors were leaning into “new” — newer treatments, newer stories, newer positioning. At the same time, patient audiences were evolving. More women and older adults were entering treatment conversations, but category creative had not fully caught up. This created an opportunity to broaden who felt represented.