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A global biotechnology tools company has launched an international campaign to promote the usability of its range of benchtop devices; highlighting their accessibility and ease of use

Life Technologies, a global biotechnology tools company with brands used in more that 90% of research laboratories worldwide, has launched a pan- EMEA campaign to highlight the ease of use of its range of benchtop devices.

Life Technologies provides a wide range of benchtop devices, featured in laboratories around the World. Benchtop devices currently available include Thermal Cyclers, Sample Mixers, Imaging Systems, Automated Cell Counters and devices such as the Qubit used for DNA quantification; all of which are designed with accessibility in mind.

Leading with the mantra ‘simple solutions to everyday complexities’, the campaign will work across multiple platforms to promote the accessibility of Life Technologies’ range of benchtop devices to the pharmaceutical industry; emphasising their simplicity to those within the global scientific research field.

Other elements of the campaign aim to highlight to the pharmaceutical and scientific academic community the wider benefits of many of Life Technologies’ benchtop device products; such as the 14 day money-back guarantee available on many of the devices, their energy efficiency and the strong customer service-driven approach to providing the right devices.

“ We have also used this campaign to launch our new instrument Tali™, an automated cell counter and imager” Dr. Dana Brozban from Life Technologies commented. “Although Tali is a sophisticated device, namely an image-based cellular analysis tool that does fluorescence assays, viability checks and simple cell counts; the instrument is absolutely simple and robust to work with. The kids concept of the campaign therefore fits perfectly; even a four year old could pipette 25 ml of cells, put it into the device and press the button!”

As part of the campaign to promote the benchtop device products around the World, Life Technologies also created a light-hearted video to prove just how simple the devices are to use. The inaugural video can currently be seen here:

Fabienne Grimaldi, from Life Technologies, commented on the benchtop device campaign:

“Our mantra is ‘simple solutions to everyday complexities’; and all of our products, particularly the benchtop device range, are designed to ensure that they are easy as possible to use. We really wanted to promote their accessibility, and felt that a cross-channel marketing campaign, as well as the money-back guarantee, was the best way to ensure that our products are known and able to be tested by all those within the global scientific research field.”

She continued:

“We tailored the campaign to our suit our key audience’s habits. We know that our target group has a very high affinity to new media, that they spend time online whilst waiting for their experiments to finish and they love to share this kind of entertaining information.”


For more information please contact Emma Kent of 10 Yetis Public Relations Agency on 01452 348211 or .

Editor’s Notes

Life Technologies has been named as one of the Top 50 Innovative Companies in the World by the prestigious MIT Technology Review; and was also recently named in The Scientist’s Top 10 Innovations of 2010.

Customers of the company chiefly work to advance fields such as personalized medicine, regenerative science, molecular diagnostics, agricultural and environmental research, and 21st-century forensics.

This press release was distributed by ResponseSource Press Release Wire on behalf of 10 Yetis PR and Marketing in the following categories: Medical & Pharmaceutical, for more information visit