The condition, toenail fungus, is notoriously difficult to cure. Sufferers who treat often try one solution after another with no positive result. Some simply abandon the effort to treat. But the majority of those who do are women who, in warm weather, want to wear sandals, but are embarrassed about the appearance of their feet.

To add confusion to their condition, research tells us many are not even sure their condition is related to fungus. Damaged toenails could also be related to psoriasis, aging or gel manicure damage.

Once the research was clear, Advantice reacted with speed and intelligence creating Kerasal Multi Purpose Nail Repair, aimed at those who are not sure exactly what causes their damaged nails.  

For these consumers they seek the same result as those who have been clinically diagnosed with fungus: improved visible appearance of their toenails. Kerasal Multi-Purpose Nail Repair will, indeed, improve the visible appearance of toenails due to any of those conditions. It is, indeed, a brand extension with a specific strategic target.

It made sense to extend the existing “Talking Toes” campaign that built huge advantages vs. competition for the base Kerasal brand. Finding unique situations in which an animated toenail can express satisfaction is the creative goal. The “Therapist” execution was a Silver winner at the Telly Awards.