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The 'nanotainer' is a concept introduced by Theranos, a health technology corporation. It's a miniature vial designed to collect blood from fingertips. The idea behind the nanotainer was to revolutionize the way blood tests are conducted by requiring only a tiny drop of blood for testing, hence the slogan 'One tiny drop changes everything'. This was part of Theranos' marketing campaign when launching their testing services at Walgreens and Safeway stores.
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To prepare a marketing campaign for the launch of Theranos's testing services at Walgreens and Safeway stores, Elizabeth hired the advertising agency Chiat\Day. The agency was chosen because they had represented Apple for years. From the fall of 2012 to the spring of 2013, the agency worked on everything from creating a brand identity to making a new website for Theranos. They decided that the best visual for Theranos would be the 'nanotainer', a miniature vial Theranos designed to collect blood from fingertips. To complement the visual, the team came up with the slogan "One tiny drop changes everything".
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Learn why and how a $9 billion dollar company vanished in a few weeks. The story of Theranos is the Silicon Valley equivalent of the Enron scandal rep...
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