TriCalm, an innovative new steroid-free anti-itch product from Cosmederm Bioscience has arrived, and to celebrate this innovative new product launch the brand is introducing a new branding and advertising campaign. Wisconsin-based agency Lindsay, Stone and Briggs (LSB), a company that specialises in launching and jump-starting brands, aided the kickstart of the prodcut. The campaign was inspired by the insight that a mom wants nothing more than a healthy, happy child. That’s why LSB is introducing TriCalm with new, light-hearted print ads that feature a little boy dressed as a superhero, capturing the joy of being a child with the tagline, ‘Welcome back to normal’.
The ads motivate consumers to try this new, fast-acting, over-the-counter skin gel with a simple, smart campaign that appeals to the stress and worry a mom feels when one of her loved ones is uncomfortable. Through their research, the LSB team discovered that moms not only want anti-itch products that work without steroids, but it’s common for moms to feel helpless and worried when they cannot make their kids better. By appealing to what ‘normal’ means, the ads tug at moms’ heartstrings to convey the product’s physical and emotional benefits for the entire family.
The first wave of campaign advertisements will run in the fall issues of women’s publications. To further promote the launch of this new product and campaign, TriCalm has enlisted LSB for a PR and product sampling initiative targeting mommy bloggers nationwide. In addition, LSB has designed the website, new packaging and banner ads in support of the launch.