Delicare ms: Groin Warrior M'ZOON

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, in Japan.

Background & Context

Delicare Ms, a medication for itching in the groin area, was often associated with negative images such as "cannot talk about it" and "embarrassing" due to the nature of the product. It triggered a consumer mindset that it was difficult to buy it even when there was a need for it.

As major business goals, Groin Warrior M'ZOON aimed at shaking off the negative images, improving brand images and contributing to a sales increase by leveraging communication with a conversation hook, mainly for males in their 20s.

Campaign Objectives

Maximize brand images of Delicare Ms,...

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