Bristol Myers Squibb has officially kicked off its latest media offensive, “Won’t Lose,” a high-profile campaign timed to coincide with the buildup to the FIFA World Cup 2026™.
The campaign utilizes the global stage of the world’s largest sporting event to draw a parallel between the grit of elite athletics and the relentless nature of pharmaceutical innovation. According to the company, the “Won’t Lose” mantra serves as a pledge to patients that BMS will remain steadfast in its pursuit of medical breakthroughs.
The campaign features narration from Ali Krieger, a two-time FIFA Women’s World Cup Champion, who lends her voice to a message of resilience. The campaign’s creative centerpiece highlights the reality of scientific research: a process defined by trial, error, and the refusal to quit.
“Science, like soccer, is a game of inches,” the campaign transcript reads. “Many shots miss, but the ones that land, change everything. Trial after trial. We fall. We rise. We go again.”
BMS is leveraging a modern media mix to ensure the “Won’t Lose” message reaches a broad audience. The campaign assets are set to be integrated nationally across several platforms:
- Connected TV (CTV): Targeting viewers on streaming devices.
- Digital Audio: Including streaming music and podcast platforms.
- Social & Programmatic: High-visibility placements across LinkedIn, X, YouTube, Facebook, and Instagram.
For BMS, the campaign is less about celebrating current success and more about the “resilience and resolve” required to tackle serious diseases.
“Scientific progress is rarely linear, but what defines us is the resilience and resolve to keep pushing forward,” Wendy Short Bartie, executive vice president of Corporate Affairs said. “‘Won’t Lose’ isn’t about declaring victory, rather it’s about our belief that giving up is never an option.”
The launch underscores BMS’s mission to transform patient lives through bold science, positioning the company as a determined competitor in the race to cure and treat complex illnesses.
