Client wanted to announce that unlike other topical creams that simply relieve problems like itching, Canesten’s formula kills the fungi that cause these problems.

The message for the entire campaign was it’s better to solve problems at its roots. The design idea was to show metaphors of how bad skin problems are deep down and position the product as the solution.

The posters were part of a bigger campaign which took market share from 20% to 27%. By year’s end, Canesten had solidified its market leadership.