Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

Silver
CAMPAIGN
Canesten Gyne "Sing it Out"
AGENCY
J. Walter Thompson Hong Kong
CLIENT
Bayer Healthcare
BRAND
Canesten Gyne
DETAILS
Women in Hong Kong don’t want to be associated with or spoken to about vaginal infections, and this is a behaviour that is deep rooted in our culture. So Canesten’s business, an OTC vaginitis solution, faced an obstacle that was almost impossible to address, especially through traditional communications. This campaign helped Canesten turn the ultimate cultural taboo into entertainment that was widely enjoyed, shared and even sung in public. Canesten made vaginitis a local pop culture phenomenon, helping the brand drive 21% YOY increment in business and its best sales in 5 years. 
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