A LIGHTER LOOK AT YEAST INFECTION
By Adnews Staff
A new TV commercial for a yeast infection treatment "steers clear of the soft woman-to-woman touch used to address women's health," says SMW Advertising. The Toronto agency took what it calls "a lighter approach" with the spot it created for Canesten One Day Therapy from Bayer Inc. "Closed Doors" depicts two women with yeast infections, going in and out of bathrooms. One uses a remedy that takes a number of days and the other uses the Canesten single-day treatment. The agency says the commercial was based on consumer feedback. "Our research shows that women want these ads to be realistic and to appeal to a woman's intelligence," says Ken Stallman in a release. Stallman, who is in charge of client services and integrated marketing communications at SMW, adds, "The lighter approach is a direct departure from typical women's health advertising. We definitely wanted to take a more candid perspective on the subject." The national spot started airing this week and is scheduled to run all year.