We worked with the team at Bayer to develop a more empathetic positioning, packing direction and brand architecture for Canesten across Europe. The trick lay in getting the right balance between not being too coy and adopting an overtly clinical doctor/patient relationship. Our archetype map along with insight research across Europe was used to explore what kind of ‘Caregiver’ personality we should look to occupy in the minds of our target audience. One of straight-talking, supportive and caring.
Following our work, sales across the consumer healthcare portfolio grew by 5.1% in 2015 with Canesten posting high growth across all regions. Canesten also received recognition at the OTC Marketing Awards 2017, one judge stated “the way Canesten innovates and drives its category to deliver continued performance year-on-year is impressive….by engaging and understanding the target audience, Canesten talks about intimate hygiene with subtlety and brand fit”. Source OTC Marketing Awards, Mediacom.com, 2017.
Using a range of unique and creative tools HMc uncovered fresh consumer insights which they then applied to packaging development, which allowed us to bring the positioning to life in the most engaging and relevant way.
Abigail Butler, Marketing Manager, Consumer Care, Bayer
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