Lips

How a taken for granted medium was used to speak up about women's reproductive health 

 

The challenge was to build brand affinity with the MDs and OB-GYNs, making Klindex the top of mind treatment for the safe and effective relief of bacterial vaginosis. We wanted to encourage more doctors to choose Klindex and prescribe it to their patients.

 

Using the E-detailing kit and a single, simple but striking visual we delivered the message in a way they won’t forget: sideways lips that subtly appeared as a talking vagina. We engaged the doctors in an honest, intimate conversation and spilled the beans on bacterial vaginosis— in the same way we wanted them to talk to their patients about it.

 

After its launch, the brand hit its highest prescription share trend of 62% from 45%.