The herbal prostate preparations market is firmly established and characterised by predatory competition. So how do you gain a foothold in this market against the market leaders and their high advertising budgets? The answer: by focusing on doctors as a target group, highlighting the product’s differentiating aspects and presenting these in a bold, confident manner with an appropriate level of humour. The visual focus on the key consumer insight of the ‘nocturnal urge to urinate’, without showing the actual problem, opens up a communication space that the brand can exploit and where further information, content and messages can be seamlessly transferred.