Building a Dermatology Brand That Becomes the Number One Prescribed in the U.S.
The Assignment
Naftin needed to create renewed and revitalized interest in the Naftin brand prior to launch of a new double strength Naftin. The challenge was to define a new brand personality for this older product that could amortize and develop into a revised campaign to support the launch of new Naftin 2% product.
Our Solution
To differentiate Naftin from its competitors, we used patient lifestyle situations to convey the therapeutic benefits of Naftin. Subsequently, IMS reported in June 2012 Naftin was the number one topical anti fungal brand among Dermatologists and Podiatrists in the U.S.
