What is this ‘booty’ campaign?

With this provocative question, Medinova is launching an unusual advertising campaign for its established drug ZinCream in September. The Swiss pharmaceutical company, known for its innovative medicines, is taking a new approach in advertising these days – on two wheels. In collaboration with Working Bicycle, ZinCream will be riding through the streets on bicycles for a two-week period to highlight the topic of skin rash.

Skin rash – the uncomfortable companion

If the skin between your thighs is sore from long walks or the fold of skin under your breast is red and itchy in sweaty temperatures, quick help is needed from the first-aid kit. ZinCream Medinova has been produced in Switzerland for over 25 years and helps with everything from diaper rash for babies to itchy, red skin in adults. It is also intended to appeal to the many thousands of recruits and soldiers who may have to get some help at the pharmacy after long marches in their scratchy camouflage suits. Almost all pharmacies and drugstores in Switzerland sell ZinCream Medinova. The campaign’s unusual approach is intended to help raise awareness of the issue and the solution it offers and make people smile – and think.

The idea of putting advertising messages on bicycle boxes is not new and this is not the first collaboration between Working Bicycle and Medinova. However, the idea of covering the back of cyclists in such an eye-catching way with a beautifully visualised advertisement is new. The ‘booty campaign’ is more than just a provocative title – it stands for a new, bold approach to communication and shows that health campaigns can also be innovative, fresh and entertaining.

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