Canesten: The Code Word

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Advertiser: Bayer Healthcare Limited Hong KongAgency: J. Walter Thompson Hong KongCountry: Hong Kong

Objectives

Make the unspeakable speakable

Hong Kong women love to talk. They have no problem openly discussing every detail of their daily lives - from their nagging mothers, nasty bosses, even their sex life - everything but their "private parts". Traditionally it is not right to openly discuss something so private, it's commonly perceived to be a repulsive subject. It becomes a bigger taboo when this "private part" gets infected.

In Hong Kong, vaginal yeast infection treatment has been an underdeveloped category...

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