The Mermaid
Summary: The women’s intimate health market faces taboos that hinder open discussion about vaginal issues. Canesten, a leader in gynaecological health, address this with Gyno-Canesbalance, an OTC product, which treat Bacterial Vaginosis, one of the least known conditions and the one that causes the most confusion. By using a mermaid, a strong female icon, Canesten effectively raised awareness about the condition and encouraged women to manage their health independently and more openly. Alexa’s was the campaign that generated the most interest of all Bayer campaigns, achieving the best-selling months ever.
Bayer helped women better understand and manage their gynecological health, leading to a record-breaking sale.
Lead Agency(s): LOLA MullenLowe
Contributing Agency(s): MAMMA TEAM; PIJAMA STUDIO
Client / Brand: BAYER
