Contraception has been always a sensitive issue. We wanted to tackle it with humor, and deep understanding of our target, in a fun and friendly way, since Bayer was perceived as a serious and old brand. We decided to go against stereotypes, fears and social norms that are expected from women, and decided to call them "Myths". 
Since contraceptives are OTC medicines in Uruguay, Bayer (after Schering AG acquisition) wanted to rebrand themselves. Our main challenge? Tackle their biggest and main competitor: the national brand, Urufarma. Our 360 communication approach, together with a strong POV presence, competitive price and the launch of a new digital platform where to host all the information and content, disrupted the category and re-positioned Yaz as the leader conceptive brand in Uruguay.
Radio - Myth Campaign
Radio - Myth Campaign Plus
made with ♥ by McCann Montevideo
ECD: Leandro Gómez
Copywriter: Daniela Varela
Illustrator: Serrana del Castillo
Art Directors: Carolina Delgado, Serrana del Castillo
Web Development: Macanudo
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