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Beat the beep
AMG Medical was ready to launch its first direct to consumer campaign for Dex4, a glucose tablet designed to help people with diabetes manage hypoglycemia. The goals were clear: educate consumers, build national awareness, and drive conversion both through digital touchpoints and through retail.
Diabetics often rely on the sound of a CGM (continuous glucose monitor) alarm to signal dangerously low blood sugar. That “beep” creates a moment of anxiety especially since many diabetics are unprepared when they are out of their homes. Dex4’s role is to eliminate that fear by providing a fast, reliable solution that is better than chocolate, juice, or soda.
We built the campaign around a powerful rallying cry of “Beat the Beep.”
Instead of reacting to the CGM alert, consumers could take control before panic sets in. This simple but resonant phrase positioned Dex4 as the smarter, healthier, and more reliable choice for stabilizing blood sugar.
• National digital-first campaign with paid media strategies.
• Creative centered on the sound of the CGM alarm, flipping it into an empowering message.
• Education-focused messaging comparing Dex4 to everyday “quick fixes” like cola, juice, and chocolate.
• Seamless conversion path: Amazon storefront + retail presence.
“Beat the Beep” is now live across Canada nationally, educating and empowering people with diabetes to choose Dex4, driving measurable conversion, and establishing AMG Medical’s footprint in the D2C space.
• Brand positioning & Strategy
• Narrative development
• French Adaptation for the Quebec market
• Campaign visual identity creation
• Video production
• Microsite design & development
• Amazon store front design & Development
• Paid media strategy
• Influencer Strategy
