Over the past five years, Fresh Branding Group executions have helped Kerasal Nail grow by 62%, more than four times the category. One commercial boosted sales by 150% the first week it ran. And Kerasal Nail has achieved huge gains in share vs. competitors. All this was achieved with a relatively small TV budget. Though toenail fungus would appear to be a low-interest category, at one point, Jublia via Valeant (now Bausch Health) an Rx competitor, outspent Kerasal by a minimum of 10 to 1. And ran commercials with celebrity athletes on the Super Bowl.

However, it’s become very clear that fresh creative thinking has helped make highly efficient use of a far smaller media budget. With the help of Fresh Branding Group’s inventive and well-executed “Talking Toes” executions, consumers understood and responded to the key brand message – see a visible difference. And so did the judges at creative competitions. Kerasal TV executions have been winners of more than 10 individual Telly Awards over the last four years. 

In this category, like so many others, careful research reveals a far more complex target than originally believed. Sufferers who treat – and not all do – have tried several solutions with no improvements. Many had nearly given up and, in advertising, do not want to be reminded of their frustrating condition.

Portraying the problem, a standard advertising executional solution, would not work here. Our thinking needed to be more inventive. It has become obvious the valuable strategic direction helped to guide our creative thinking.