Curanail: Defeating the Curanails - IPA Effectiveness Awards Case Study 2007

Brief Description: This paper reveals how a highly effective integrated advertising and PR campaign raised awareness of fungal nail infections and the availability of an over-the-counter cure, Curanail. The creative idea focused on a spoof-cop idea to communicate the message that Curanail would police the problem of fungal nail infections, using the strapline 'It's better to get Curanail, than be a criminail.' The campaign resulted in sales so far in excess of targets that advertising was put on hold while production caught up with demand. Galderma enjoyed a profit ROI of 167% in 2006 alone. Largely as a result of the success of this one launch, Galderma is now achieving sales growth of over 18% in 2006 and profits of around 30%. ;---(TAGS)--- Full Title: Defeating the Criminails ; Number: 2007/13 ; Brand Name: Curanail ; Client: Galderma UK ; IPA_ProductCoding: Pharmaceuticals (Minor ailment remedies) ; Agency: Austin West Media ; Author: Genna Trentham ;