Convatec AQUACEL

When it was launched 25 years ago AQUACEL® Extra™ changed how clinicians manage wound care with its breakthrough Hydrofiber® Technology. With an impressive market share globally it has recently had to compete with newer products claiming modern innovation along with similar features and benefits. Our challenge was to create a fresh, strong and memorable campaign to ensure the brand’s 25-year longevity wasn’t being translated as a negative factor.

For AQUACEL® Extra™ to own the area and clearly differentiate itself against the competition, we knew the campaign needed to have longevity, be less focused on the product benefits and more patient centric. It had to have an emotional pull that health care professionals can relate to and allow consumers to quickly understand why they should use the product. ​We developed four positioning territories which quickly filtered down to one centred around reassurance and trust, drawing on the heritage of the product and wealth of clinical evidence called: The Real Thing.

We developed the messaging around The Real Thing core idea reinforcing AQUACEL® Extra™ as the original and most loved hydrofiber dressing, resulting in real efficacy and made for real life.  We used bold typography and colourful cut-out photography with real images of health care professionals and patients to catch attention. We also sourced the most compelling ‘real’ product claims which local markets could choose from to use in the campaign roll out.

We developed a flexible global toolkit consisting of overall concept and assets, social media assets, email template, landing page, claims matrix and advertising. The campaign launched across key markets at the end of May 2022.