Caladryl
How a Little Kiss Rekindled the Love for Caladryl Among Latina Moms in the US.
An emotional connection with the target market and resonating effectively with Latinas.
THE CHALLENGE
Despite facing a critical challenge for growth, Caladryl was the #1 pharmacist recommended brand for poison ivy and poison oak remedies as well as the #1 outdoor itch brand in Latin America and for Hispanics in the US. The brand’s strong equity was rooted in a rich heritage of generations of Latinos who grew up with “the pink stuff” their mothers used to put on them; therefore highlighting this nostalgia could fuel growth with America’s fastest growing consumer segment.
THE OUTCOME
We conducted a series of focus groups with Latina women, aged 28-49 to build their consumers’ insights. Based on the findings, the agency’s efforts would tap into Caladryl’s emotional affinity with Hispanic mothers in the US and their active online behavior, while leveraging the brand’s “#1 Pharmacist Recommended” badge and the emotional role mother plays to always be the hero and save the day.
