Over-The-Counter (OTC) acne preparation sold through major drug store chains, nationwide.

Moving Up Success Story


The Challenge

Evolve, Engage and Enhance Benzagel’s Brand Character

2021 marked the 10th consecutive year since Benzagel® was first awarded the #1 Pharmacist Recommended OTC brand. As a result, Benzagel’s brand community continues to acknowledge and value the brand’s reputation and dominance in a crowded skincare/beauty market.

Benzagel’s commitment to the brand messaging: “Always there when you need us” required further engagement in a market that continues to grow.

With more young adults stuck within the confines of their family home, the challenge was clear: Highlight the core aspects of Benzagel’s brand character as a companion, demonstrating how and why friendship always wins!

The Strategy

Connecting the Success of Benzagel’s Past, with Its Evolving Future

Through collaborative client-agency ideation sessions, we proposed a comprehensive strategic plan to enhance and refresh Benzagel’s entire creative portfolio.

Benzagel showed confidence in our capabilities with a sound investment. The decision was based on our-long standing collaborative partnership, which has yielded success, year after year.

The strategy involved a comprehensive creative refresh across various social and digital advertising platforms over a 4-month period, which included:

  • Updated product packaging artwork, showing GIFs, and various animation techniques for each product SKU
  • Enhancing Benzagel's website copy and imagery to promote its brand character as: "The Companion" to young adults across Canada
  • Updated social posts, with enhanced imagery and messaging
  • The launch of the Friendship Wins Video Series
  • The launch of the Friendship Wins Contest
  • Update of the 15 second mobile video seasonal ads
  • Update of seasonal social media headers
  • Update of our Snapchat and Twitch landing pages and corresponding video assets

#FriendshipWins - Best Friends


The Result

A Refreshed Creative Approach, Fuelling More Engagement

Our new creative approach engaged Benzagel's brand community of young adults through trust built from our refreshed, community-based branding initiatives. In turn, this increased Benzagel's brand awareness and overall purchase intent from our advertising and promotional executions. The Friendship Wins video series was a key driver in our success, as we connected the passion of friendship with young adults who were inspired to share how their friendships can truly conquer even a pandemic. The lasting result is an invigorated skincare brand, with a re-energized community of young adults who will be confident in putting their trust in a brand that is always there for them.

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