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

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Moving Up Success Story

Benzagel

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

Benzagel

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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