M&G ... “We Have an Old Product in the Warehouse That Has No Name and Never Marketed ... What Can You Do For Us?” How About 12 Million the First Year!
Urea is an old product ingredient used in skin-care that was essentially un-promoted in Dermatology offices. We had to build a renewed interest in urea as well as encourage physicians to write prescriptions for a new product.
We developed a new name for this product and designed a logo and brand identity to visually communicate the unique selling proposition. Our branding demonstrated that this urea was in a unique formula which turned the sharp urea crystal into an elegant soft drop of cream. First year sales exceeded expectations by two thirds.