The Say Communications Award for Excellence in Integrated Product/Brand Communications

Summary of work

The OTC emollient market is highly competitive with seemingly little difference between products. That was the challenge ahead for Cetraben at the start of 2015. Having acquired the brand in late 2014, Thornton & Ross decided to make the product range available over-the-counter, building on its Rx heritage as a widely-prescribed brand. Great success was achieved by focusing beyond the cream. We took the bold step to help first, sell later, creating an emotional connection with our target audience by acting as a caring, authoritative brand that is genuinely helping to improve the lives of people with problematic skin. Using a creative activation theme of Improve your SKIN-telligence, we launched a creative, insightful and integrated campaign that positioned Cetraben as an enabler brand. Our multidiscipline campaign, encompassing social, PR and digital, helped make Cetraben the fastest growing brand in its market for two consecutive years, outperforming all competitors by some margin to achieve sales that far exceeded targets.

Judges' comments

This ambitious submission was a really powerful example of an integrated campaign that delivered an impressive strategy. It had an amazing use of different tactics and tools that were combined with an inspiring list of tactics. The clear objectives united with its business goal, while demonstrating customer insight. It really stood out.