Our client needed to create renewed and revitalized interest in the Naftin brand prior to the launch of new double strength Naftin. The challenge was to define a new brand personality for this older product that could be amortized and developed into a revised campaign to support the launch the new Naftin 2% product. To differentiate Naftin from its competitors, we used patient lifestyle situations to convey the therapeutic benefits of Naftin. Subsequently, IMS Health reported in June 2012 that Naftin was the number one topical antifungal brand among Dermatologists and Podiatrists in the U.S.
Digital Strategy and Design