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.
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.
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