Finalist
Skin-telligence
with support from Pegasus
Summary of work
The OTC emollient market is highly competitive with seemingly little difference between products. That was the challenge ahead for Cetraben in 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 committed to helping improve the lives of people with problematic skin. Using a creative activation theme of Improve your Skin-telligence, we launched an 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
The team delivered a solid and clever, yet interesting, piece of work that produced some meaningful insights. They engaged the patient to think about a novel therapy area, which we loved. Their objectives were clear throughout and enabled wide reaching delivery. Indeed, the results spoke for themselves.
