New Canesten Ad on TV for the summer - women encouraged to ‘cool&clear’

This new creative is an updated version of Canesten’s successful Show & Tell campaign, which has had a hugely positive effect on consumer awareness of the brand. Research indicates that following the most recent campaign, the UK’s number one thrush treatment had an 88% spontaneous awareness amongst 18-54 year olds.

Canesten’s latest advert shows a woman in her home desperately trying to cope with one of the most irritating symptoms of thrush – intimate itching. The character is seen ‘fidgeting’ on the sofa and all around the lounge in an attempt to relieve the frustration, as her dog looks on in mild bemusement! Thankfully, once the character has used Canesten Duo, the voiceover reassures the viewer that “she will soon feel like herself again.”

The ad aims to further educate women on the benefits of using combination products to treat thrush internally and externally and encourages them to ‘trade-up’ in store and choose one of the products in Canesten’s Combination range.

Treatments featured in the TV ad include:

• Canesten Duo - with its capsule for the internal infection and a double strength1 cream to cool the external symptoms of vaginal thrush.
• Cream Combi – an ideal combination product that clears the internal infection and soothes the external symptoms. It is ideal for women who prefer to use a soothing cream preparation or those who suffer from vaginal dryness. 
• Combi – a 500mg pessary with applicator to clear the infection internally and a tube of Canesten double strength. It is ideal for women who have always used and prefer a pessary. 

The Brand Manager for Canesten comments: “The success of the Show & Tell ad in terms of brand awareness suggests that it struck a real ‘chord’ with women and we wanted to continue to engage with our core audience in that way. This new creative aims to use that same charm to ‘normalise’ thrush and educate women that while the symptoms can be unpleasant and irritating, they are easily treatable with a combination product for internal and external relief. We’re confident that this new campaign will have a similar uplift in sales of the brand and so are advising pharmacists to stock up to provide effective treatment for women over the crucial Summer period.”

The Canesten brand continues to drive the thrush market now worth £31.8 million in pharmacy alone. Canesten is the number one thrush treatment in the UK in value sales, with 75% market share in pharmacy.

Always read the label.

Contact:

For further information please contact Caroline Beswick or Niki Grant at Trinity PR on 020 8786 3860

References:

1. Compared to Canesten 1% cream
2. Data based on NIELSEN MAT 52 w/e 17TH April 2010

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