Canesten- Get Clarity
PROBLEM: Canesten is primarily known as a yeast infection treatment, limiting its role in a much broader women’s health conversation.
INSIGHT: Perimenopause makes women significantly more likely to get yeast infections, yet millions of women go through it without the language to understand why their bodies are reacting this way.
IDEA: PeriGuide by Canesten. We turned a brand known for a "quick fix" into a diagnostic partner. By connecting recurring infections to perimenopause, Canesten gives women the language to understand what their bodies are going through.
Phase 1: Launch PeriGuide
Peri is the advocate, helping women turn confusing symptoms into clear language with PeriGuide by Canesten, a perimenopause app. It gives women the clarity and confidence to understand their bodies and advocate for their health.
Phase 2.1: PR Stunt
Launching on International Women's Day, Canesten installs giant versions of Peri outside major hospitals to spark conversation around perimenopause and direct women to support through the PeriGuide app.
Women can also take Peri home, with plush versions handed out on site, each featuring a QR code linking directly to the app.
The ads appear in spaces where women are already tuned into their bodies, like gyms, yoga studios, washrooms, and change rooms, making PeriGuide feel less like advertising and more like support.
Phase 2.2: OOHs
Phase 3.1: Retargeted Ads
These retargeted ads meet women in moments of uncertainty; from sleepless nights to brain fog, and gently connect those symptoms to perimenopause, guiding them to PeriGuide for clarity.
The print ad will appear in women’s health magazines found in waiting rooms in clinics/doctors offices. The pink fold-over bars reveal feelings many struggle to name, mirroring perimenopause itself.
Phase 3.2: Magazine Ad
CW: Sarah Gord
AD: Taylor Moulton