Creating the anti-itch category
Calaminol is the leading brand for the anti-itch category in Venezuela. Calaminol is well known as a specialist in treating irritated skin, sunburns, mosquito bites, allergies or chicken pox.
Due to regulation controls, this category is limited in communicating its benefits. The challenge for Calaminol and MBLM was to state clearly the multiple benefits of the product beyond its medicinal properties, through its packaging and expansion of a product line that treats a variety of itching/skin rash problems.
The Calaminol brand became a leader by its number of SKUs. As the only product line available in its category, Calaminol receives the strongest advertising support.