Making the switch from Prescription to OTC
We've created a new press and TV campaign for the emollient skincare brand Cetraben; ‘As close to your skin as you are’, positioning the brand as a caring, empathetic source of expertise in emollient skincare. It provides an emotional point of difference currently lacking at this more medical end of the market.
The campaign is designed to drive mass awareness and encourage purchase of Cetraben in the competitive OTC environment.
As one of the UK’s most widely prescribed emollient skincare brands, we felt Cetraben has justifiable heritage and recognition to take its emotive stance. To this end, the TV spot highlights the fact that over ten million packs have been sold, and says the brand is, “as close to your skin as you are”.
The Cetraben brand covers a range of products for problematic, dry, sensitive and eczema prone skin. Until now these products have been almost exclusively sold on prescription.
From April a range of Cetraben products will be available to consumers over the counter in a number of leading retailers nationally.
Kate Cox, Bray Leino CEO, said: “We’re thrilled that Cetraben will now be available to more consumers. With such a superb product and great brand to market, our job was simple; convey the brand’s heritage and proven effectiveness in an emotive way. A job our OTC experts have done well.”
Here's the press ad, click to enlarge.