Tricalm was a new anti-itch cream that was a new-to-the-world formula. We designed the packaging to be clean and cool to fight against a cluttered category on shelf. To launch the brand we cid national television and created out-of-home that was placed near Walgreens. The result was gaining 4% market share in 6 months. Not to mention taking home a Clio and helping win LSB win Agency of the Year.
Trying to explain this concept to a client from California where mosquitos are something they've never experienced was a challenge. But to the people in the Midwest where it appeared, it was effective.
This transtop actually scratched your back (or wherever you happened to itch. (No judgement).