In an age where colours are increasingly disappearing from commercial brands, Insulet is looking to buck the trend 鈥� creating a tropical hue via its Omnipod insulin pump portfolio.
The diabetes giant has partnered with Pantone to create Omnipod Mango, a shade of orange that the companies say counteracts the traditional blues that dominate the medical and diabetes landscapes. A blue circle is the universal symbol for diabetes, with many charities and patient organisations using the colour鈥檚 shades in their logos and communications.
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Insulet鈥檚 Omnipod devices are wearable insulin pumps used by people living with type 1 and type 2 diabetes. Currently marketing the fifth generation of the product, the disposable pod provides up to three days of continuous insulin delivery. Omnipod 5 is the only tubeless hybrid closed loop system that can integrate with three continuous glucose monitor (CGM) sensors: the Abbott FreeStyle Libre 2 Plus and the Dexcom G7 and G6.
Dexcom鈥檚 pods come in white, but Insulet has used a Mango orange colour for Omnipod鈥檚 branding since 2020, such as throughout the logo, on-box packaging and digital marketing.
Insulet鈥檚 aim of working with Pantone, best known for creating a standardised colour reproduction system used across various industries, is to establish Omnipod Mango as the visual marker of its commitment to patients with diabetes.
鈥淥mnipod Mango is more than just a colour鈥攊t is the bold, joyful and recognisable character of our brand and the community we serve,” said Manoj Raghunandanan, chief growth officer at Insulet.
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By GlobalData“By partnering with Pantone to create Omnipod Mango, Insulet has joined the ranks of iconic brands who have worked with the Pantone Color Institute to express their brand vision, reinforcing our commitment to making Omnipod not just a product people wear for their diabetes management, but a brand people are proud to wear and that forges connection over shared experiences,鈥� Raghunandanan added.
Insulet is not the only diabetes company to shun blue branding in an effort to stand out on the shelves. With its FreeStyle Libre packaging, Abbott has opted for yellow and green hues.
The insulin pump and continuous glucose monitor global market is one of the most competitive in the medtech world, with a valuation of $29.6bn forecast by 2034, according to GlobalData. As per the same analysis, Insulet is one of four market leaders, alongside Abbott, Medtronic, and Dexcom.
GlobalData is the parent company of 吃瓜黑料网 Network.
The colour drive by Insulet comes at a time when more scrutiny is being placed on pharmaceutical advertisements in the US. The US Food and Drug Administration (FDA) has already to numerous big pharma companies relating to misleading advertising, though it is unclear whether the same enforcement drive will spill over into the medical device industry.
