Cannes Lions

EUCERIN DRY SKIN CREME

RMG: CONNECT, Milan / BEIERSDORF / 2005

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Overview

Description

Dermatologists treat skin problems, they fight skin dryness, which is the enemy to be eliminated. For once, however, they're asked to consider dryness as a benefit, because sometimes dryness is very important.A case in point is the muesli in the package: dry but nourishing. Nourishing becomes the keyword to shift the focus on the product. We provided the package with data on the effectiveness of the Eucerin line and also product samples.

Outcome

2,200 doctors were contacted.No direct data on prescriptions is available (the pharmacy channel is not monitored in Italy). In general terms, however, the company announced a turnaround, with more sales in the long term.

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