Gly Derm Stretch Mark Cream: Sandbox – defeating the undefeatable

Gabriela Loren Bade and Leo Celles

This case study shows how Gly Derm, a stretch mark cream brand, became market leader among Filipino women by using a testimonial-based campaign.

Gly Derm Stretch Mark Cream: Sandbox - defeating the undefeatable

Gabriela Loren Bade and Leo Celles

Campaign details

Brand Owner: A. Menarini PhilippinesLead agency: Ace Saatchi and SaatchiBrand: Gly Derm Stretch Mark CreamCountry: PhilippinesIndustry: Cosmetics, beauty aidsMedia: Point-of-purchase, in-store; TelevisionBudget: Up to 500k

Market background and objectives

In 2013, the year Gly Derm entered the Philippine market, a stretch mark solution category was virtually non-existent for two reasons:

  • The first:despite the presence of stretch mark solution brands in the country, there was minimal communication. But instead...

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