Despite being a superior product, Canesten is still having trouble penetrating the market because most women often resort to alternative means of medication. The lack of relevant communication on the problem has allowed them to rely on ineffective home remedies that falsely promise quick relief.

While the subject of vaginal problems is embarrassing and taboo to them, the specific audience is more sexually liberated and in the right situation can be found openly talking about it thanks to the influence of popular western shows like Sex in The City and others like it.

1) In the Philippines, the Advertising Standards Council and Department of Health requires that the generic name of every product (this includes Over-The-Counter or OTC, prescribed medication or even multi-vitamins) must be clearly mentioned in the ad.

2) Any claim of benefit must be based on proper scientific documentation. In this instance, the claim that the product works within a specific period of time, and is clinically proven.

3) No absolute misleading statements allowed.

4) All materials for OTC medication and treatment are required to include the phrase, "If symptoms persist, consult your doctor." Often at the end.

Bayer’s Canesten Vaginal Tablet is a treatment for yeast infection that’s clinically proven to relieve irritation in just a few days.

It’s tough to market remedies for Vaginal Yeast Infection since the subject matter is hard to bring up. In fact, it is generally considered a taboo topic.

Surprisingly, radio actually provides an avenue for more risqué topics as there are several radio channels and programs that use blue humor and discuss intimate topics. Including matters of sexual nature.

The campaign uses this to bring up the problem while the audience is in the state of mind where they can such matters can be discussed. It mocks the practice of alternative means of relief, and communicates the benefit in a funny, memorable manner.

“SKINNY VIBES”

We are in a small, boutique shop. Soft music plays in the background.

A mousy young lady is talking to a patient, dignified sales clerk.

Clerk: This model here is the new Hollywood Vine. ..

(We hear a buzzing noise…)

Marianne: Do you have anything else back there?

Clerk: Ah, I have just the thing…this is the Spitting Cobra.

Sprays 5 different scents…

(SFX: Wild swaying buzzing, with short puffs of perfume)

Marianne: No…no…no…

Clerk: Well, these just came in from Japan…

(SFX: takes something out of a rather long box)

The Radioactive Tentacle.

(SFX: Loud erratic vibrating)

Marianne: Y’know actually, what I really want is an, uh,

epileptic Barbed Wire

Announcer: Some itches require more than just a scratch.

You might need Canesten Vaginal Tablets.

Clinically proven to relieve irritation caused by yeast infection in just 6 days. Clotrimazole is Canesten. If symptoms persist, consult your doctor.