ConvaTec Wound Therapeutics
AQUACEL and AQUACEL Ag Product advertising
THE BRIEF As competitors were launching similar products to AQUACEL and AQUACEL Ag dressings, ConvaTec needed to position themselves as leaders in their markets.
THE SOLUTION A campaign with a ‘copy cats ’theme, played on the maxim that imitation was the highest form of flattery, or that the competitors products were merely imitations, or ‘copy cats’. This communication was aimed at Nurses who made decisions on which dressings were used.