Soventol was long regarded as an innovation leader and category captain in self-medicating skin problems. However, the brand came under increasing pressure due to new competitors entering the market, particularly for hydrocortisone preparations. The strategic goal was therefore to re-establish the lost claim as a category leader by optimising positioning and communications.

The key to success was an emotionally charged presentation of people with skin problems, to whom Soventol presented itself as a confident and competent problem solver. A cross-media campaign clearly differentiates the product from the market leader by clearly presenting problems in a highly aesthetic way rather than in an idealised family world. Soventol CremoGel spearheaded the communications. The unique galenics in the hydrocortisone as a cream that also cools became an eye-catching USP for the entire brand, for consumers and healthcare professionals alike.