In preparation for a new indication launch in non-metastatic castration resistant prostate cancer (nmCRPC), CPC helped the Xtandi brand evolve from an image of simplicity and quality-of-life to a brand that exudes power and efficacy. A well-loved baseball creative was revealed throughout all the new launch promotional pieces and clinicians intuitively understood the analogy that Xtandi “covers all the bases” and continues to be “an experienced player” in the treatment of prostate cancer.