Dermacyd Teen: Code
Giuberto GiustinaPublicis Brasil
Campaign details
Brand owner: Sanofi AventisAgency: Publicis BrasilBrand: Dermacyd TeenCountry: BrazilIndustry: Non-prescription, OTC productsMedia budget (USD): $1 - $3 millionChannels used: Internet - general
Executive summary
Dermacyd Teen, the intimate female hygiene soap developed for teenage girls by Sanofi, the global healthcare group, wanted to embed its product into the lives of its target consumers. This case study describes how the brand created an encryption code which allowed teenager girls to encrypt their most private messages and then post links...