Pharmaceutical company Merck Consumer Healthcare sought a subtle but striking concept to promote one of its products among the female target group. We developed a stimulating campaign that left little to the imagination.

Softening effect

Uri-Cran is a natural remedy that softens the burning sensation when urinating, a symptom of urinary tract infections. The food supplement based on cranberry extract also keeps the urinary tract healthy. This natural aspect had to be clear in the new communication campaign. In words and especially in images.

Surprising concept image

For the concept we were inspired by the most important aspect of the ailment that mainly occurs in women: the burning sensation when urinating. We depicted this discomfort with a sliced red pepper we processed in an illustration of female thighs. The spicy vegetable represented the urinary tract. The link with the burning sensation required little explanation. 

We used this subtle, sober and surprising concept image in, among others, adverts and on POS material such as a display for pharmacies.