Impetigo is a common and highly contagious bacterial skin infection. It is most often caused by Staphylococcus aureus, Streptococcus pyogenes, or both. It affects more than 3 million people annually in the US, particularly children. Despite this, impetigo is a low-priority, low-interest category with dermatologists.
The objective of the Xepi® Cream imp campaign is to disrupt the HCP’s entrenched complacency around treatment of impetigo and impetiginous bacteria.
The imp characters were created to bring the infection to life in a compelling way that works for both dermatologist and patient audiences. They are seen in the closely cropped images of patient’s faces infected with impetigo. Xepi® Cream is the bactericidal hero that will eradicate impetigo. The arresting headline, “It’s What Resistant Pathogens Fear Most” reminds the dermatologist that while self-resolving, impetigo often contains methicillin-resistant Staphylococcus aureus (MRSA), which is notoriously hard to treat. The copy and prominently placed logo and product shot clearly establish Xepi® Cream as the treatment of choice for drug-resistant impetiginous pathogens such as Staphylococcus aureus and Streptococcus pyogenes.
