Curash
Art/Motion Director
Curash launched a medicated nappy rash spray — the first of its kind in Australia. Curash engaged with Step Change to be able to position the brand at the forefront of curing baby rashes and to help develop a nationwide campaign to launch the new product in the Australian market.
Agency: Step Change
Nappy rash cream is traditionally messy and inconvenient. It can be challenging to apply and even unhygienic and unpleasant for parents.
Curash launched a medicated nappy rash spray — the first of its kind in Australia. Curash™ Medicated Nappy Rash Spray is a hygienic spray-on cream that helps to soothe, heal, and protect baby’s irritated skin without the need to rub or touch delicate skin.
We determined that the core strategy is to build and communicate an emotive and rationally compelling brand story around the benefit: No mess!
TVC
