The Mermaid

In the spotlight:

"The Mermaid"

2024 Silver Effie

Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.

CAMPAIGN NAME

The Mermaid

CATEGORIES

2024 Multi-Market: Wealth & Wellness

CLIENT

Bayer

LEAD AGENCY

Lola Mullenlowe

CAMPAIGN DESCRIPTION

The intimate health market is often clouded by stigma, leaving many women uncertain about common conditions like bacterial vaginosis (BV). Gyno-Canesbalance, an over-the-counter solution, needed a bold approach to break the silence and drive awareness. The Mermaid Campaign turned an uncomfortable truth—BV’s signature fishy odor—into an empowering conversation. Using a mermaid as an unexpected but relatable icon, the campaign used humor and unapologetic storytelling to educate and destigmatize BV, leading to record-breaking engagement and sales.

THE CHALLENGE

Despite being a prevalent condition, bacterial vaginosis suffers from low awareness and high levels of misinformation. Women often mistake symptoms for hygiene issues, leading to embarrassment and delayed treatment. In markets like France and Portugal, Gyno-Canesbalance was overshadowed by competitors, ranking fourth in the category. With a limited budget and a taboo topic, the challenge was clear: increase awareness, educate consumers, and grow market share—while reshaping the conversation on vaginal health.

STRATEGIC APPROACH AND EXECUTION

To break through the noise, Gyno-Canesbalance embraced humor and cultural relevance. Instead of clinical messaging, the campaign introduced Alexa, a modern mermaid—who, unlike her fairy-tale counterparts, understood the reality of fishy odors. Through short-form digital videos and print placements, Alexa openly discussed BV symptoms, reinforcing that a fishy smell is a warning, not a mistake. The bold, humorous approach resonated beyond expectations, leading to record-high engagement, increased sales, and a notable market share boost, proving that when it comes to health, breaking taboos can be the most effective strategy.

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Clear evidence of success:

  • 4.3% market share growth in Portugal
  • +52.1% year-over-year sales growth in France
  • 7.1 million women reached in France

RESULTS

1. The campaign reversed decline, achieving a 4.3% increase in Portugal and 3.3% in France, the best market share index of 2023.

2. Gyno-Canesbalance had its best-selling month ever in Portugal with a 39.1% year-over-year sales increase, while France saw a 52.1% growth, the highest in three years.

3. The campaign reached 7.1 million women in France and 5.6 million in Portugal, with video completion rates exceeding Bayer’s benchmark by over 25%.

These results prove that a bold, stigma-breaking approach can drive both commercial success and meaningful conversations in intimate health.

WHY A SILVER EFFIE? Here's what the jurors said.

"The simple insight and use of a hero/character that extremely efficiently communicates a dull issue while leaving us with a smile on our face."

"The results show that through innovative and assertive messaging, the brand was able to empower consumers, and connect with them while achieving record-breaking business outcomes."

"Breaking Taboos - the campaign tackled a highly sensitive and stigmatized topic with humour, empathy, and directness.  The use of a modern, relatable mermaid character, Alexa, was a clever way to make the issue approachable. Her humour and straightforwardness allowed the campaign to resonate with the target audience without trivializing the health issue. The campaign achieved outstanding results. The campaign empowered women by educating them on BV symptoms and providing a solution with Gyno-Canesbalance."

"A very interesting insight and brilliant execution with a tone of voice that definitely stands out from the competition."

"Very good explanation of the target group and their struggles. On point, sharp and out of box strategy."