Bepanthen Plus not only heals, but also celebrates the healing power of tattoos in Ukraine
Bepanthen is traditionally associated with baby care, but one part of the product portfolio - Bepanthen Plus - also has another use; helping to heal the wounds created by war.
Given the ongoing conflict in Ukraine, this is a competitive category, with 49 other brands all advertising heavily on TV.
Our brief was to reinforce Bepanthen Plus’ position.
Injuries are changing the way that many men and women look across Ukraine. These wounds don’t just have a physical impact but also an emotional one too.
Our idea was to tell the stories of people with scars and explain how tattoos had helped them feel more confident and recover. We set out to celebrate the power of tattoos to help veterans and civilians alike deal with the physical and emotional scars caused by the war.
In doing so, we cleverly repositioned Bepanthen Plus from baby care to tattoo aftercare, creating a new source of growth for the brand.
“Scar Man. Reincarnation” told stories of the personal recovery and transformation that is possible with tattoos. Each 30-minute episode was hosted by Alyona Alyona, who won third place for Ukraine at ‘Eurovision’ in 2024, and featured the country’s top tattoo artists.
Content was distributed via Ukraine’s leading streaming platform MEGOGO, backed up by social media messages targeting tattoo lovers and people interested in hiding their scars.
Messages ran on YouTube, search ads aimed at tattoo keywords as well as an e-commerce campaign using tattoo images, driving people to the country’s key online retailers.
We’ve delivered a huge cultural impact and every one of our participants says they are more confident thanks to their tattoos.
Our branded content has been watched more than 5m times, 92% ahead of target, reaching 4.2m people.
Bepanthen Plus is now firmly anchored as the healing brand of choice among those who decide to get tattoos.
Sales value has grown across in 2024 by 20% vs 2023 and independent research has shown that the number of consumers buying the brand rose five points from 34% to 39%.
