Novartis tasked Grey WW Design with entrenching Lamisil DermGel's "cool relief" formulation for treating athlete's foot. The Lamisil Dermgel "Keep it Cool" promotion was launched during summer, the height of athlete's foot season, giving consumers the chance to win an LG TV fridge - cool technology - via an SMS competition. Apart from being promoted on TV in a five second tag onto the existing Lamisil commercial, the promotion could only be run in selected pharmacies, since Lamisil DermGel is a scheduled drug, using leaflets, wobblers, counter stands and shelf-strips. Yet despite this limited footprint, the leaflet was re-printed twice due to popular demand, and Novartis has reported a significant jump in sales of both the 5g and 15g Dermgel.
