SELLING SELF-CARE THROUGH CLARITY, CALM AND STRAIGHT TALK.
THE SITUATION /
A reduction in reliance on prescription medication was giving rise to a surging growth in OTC solutions. A $2.5 billion patch market led by The Good Patch’s expansion beyond traditional categories. Complementing it's success at retail, the brand needed a direct-to-consumer campaign platform. One that built loyalty, and communicated the value proposition of product.
THE STRATEGY /
For a brand's first campaign we looked to this insight: Consumers were demanding control, the ability to start and stop medication on their terms. With this, “everyday relief, made simple,” became our organizing idea, reflecting the product's purpose. We aimed to express the brand's promise through clean, serene product and lifestyle imagery, and a tone that spoke to consumers on a human level, not a clinical one.
THE BIG IDEA / PEEL, STICK, FEEL
We developed a visual world and storytelling to make the brand feel like a friendly nudge, not a clinical hard-sell. Creative that itself lowered anxiety with vibe and straight-talk. Collaborating with color artist and set designer Leila Fakouri, we selected a colorful, muted palette with simple remedial props to nod to the natural health benefits of this emerging brand. A human-centered approach that grounded messaging in real-life daily struggles—stress, fatigue, sleep; reinforcing that the brand gets you and what life throws at us.
CAMPAIGN ECOSYSTEM /
We brought the campaign to life across a full-funnel ecosystem including paid & organic social, produced to scale across channels. Short-form content that communicate the benefits across owned and earned media channels.
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