How could Swedish skincare company, CCS, own the footcare category in a crowded market place? We went in at the ground level to talk to podiatrists and chiropodists, building up relationships with them until they saw CCS as their own brand – the brand of the professionals.
Our ‘talking feet’ quickly got the message across to consumers through 20" TV ads, packaging, press and POS, while targeted communications got the professionals onside – we created a dedicated ‘foot experts’ area on the new CCS website, business cards recommending CCS, and patient packs to give out at their practices.
