Canesten: Thrush, The Musical

Thrush cream brand Canesten broke category conventions to make its name synonymous with thrush, getting women to recall and ask for the brand by name.

Campaign details

Brand: CanestenBrand owner: BayerAgency: PHD Media AustraliaCountry: AustraliaIndustries: Non-prescription, OTC productsMedia channels: Online video, Programmatic display, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Have you ever had thrush? That uncomfortable itchy feeling in your vagina? If you have, I'm sure you wouldn't share the fact on social media …

… well, unless you have seen Thrush: The Musicalby thrush treatment brand Canesten, which was liked and shared 21,065 times last year. With no creative agency involved, Canesten...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands