Challenge
Hydrocortisone DAK is the only over-the-counter medication that relieves allergic skin irritation—a strong and distinctive positioning. The challenge lay in conveying this single, clear message in two languages (Estonian and Russian) across multiple channels simultaneously, while making maximum use of all available communication space in the pharmacy—from the storefront facade to the interior screens.
Solution
The campaign was built around a single clear claim: “The only over-the-counter medicine that relieves allergic skin irritation.” This message was conveyed across all channels. The TV commercial was produced in two language versions based on the same visual concept. A poster on the pharmacy façade was visible from the street. The magazine advertisement employed both formats—an emotional family-oriented visual and a clear, product-focused approach.
The visual language employed moments shared between mother and child—images that were empathetic and resonated with the target audience, adding emotional weight to the message without overstepping regulatory boundaries. Signature icons (representing insect bites, household chemicals, cosmetics, latex, food allergies, and metals) were used to quickly communicate the product's wide range of applications.
Result
The campaign was conducted in two languages and across all communication channels as a unified whole – from TV and pharmacy facades to magazines.
