Bepanten® Plus is specially designed for the treatment of scratches and small wounds. For a long time, the drug did not rise to the TOP positions in the category. The agency was challenged to find a way to grow brand sales. At the same time, important conditions were preservation of the current communication of TV advertising, which was aimed at young mothers, and to do without increasing the budget for direct TV advertising. While in the pharmaceutical category, direct TV advertising is traditionally considered the main media for achieving growth.