FungiCURE Intensive Spray is an over-the-counter toenail fungus treatment that was underperforming at retail and struggling to meet baseline velocity requirements.

The brand needed to make an immediate sales impact to avoid continued retail pressure. With limited media resources and a compressed timeline, the objective was clear: Increase unit velocity quickly — and sustain it.

Historically, the toenail fungus category followed strict seasonality. Advertising support typically ran during summer months, when consumers were concerned about showing their toes in public. FungiCURE approached us in December — the lowest engagement period of the year for the category.

Complicating the situation:

• Declining retail sales performance
• Limited budget of $500,000 across four months
• Regulatory limitations preventing cure-based claims
• A consumer base that was highly reactive rather than proactive

To succeed, we would need to change category purchase behavior, reframe treatment timing, drive sales during the off-season, and maximize national reach with a constrained budget.

Jekyll + Hyde Labs applied its CPG retail expertise to identify a disruptive opportunity within both the product and the category.

Product + Category Repositioning

Through analysis, we identified FungiCURE's spray applicator as a key point of differentiation. Combined with its medicinal formula, this allowed us to reposition the product as both preventative and treatment-oriented. We also recognized a strategic advantage: during winter months, no competitors were advertising — creating an opportunity to capture 100% share of voice nationally.

Consumer Behavior Reframe

Research revealed that consumers were reactive: "I'll treat it when it gets bad." Rather than fight this behavior, we introduced a new trigger. We created a distinct seasonal indication: "Winter Toe Fungus." The campaign dramatized a common winter scenario — wet, dark boots — showing how trapped moisture creates the perfect breeding ground for fungus. Using animation, we visualized fungus growth inside winter footwear and reframed winter as the origin season of the problem. This shifted treatment from reactive summer embarrassment to proactive winter prevention.

National Media Strategy

With limited budget, we concentrated investment into high-reach national television, focusing on national news networks, high winter viewership periods, and engaged audiences with low channel switching behavior. This allowed us to maximize reach, frequency, message recall, and share of voice during a silent competitive window. By aligning seasonality, message disruption, and media concentration, we engineered disproportionate impact from a limited spend.

Within the first three months of launch:

• Sales increased by 66%
• The campaign delivered 200 million impressions
• FungiCURE reached #1 in the toe fungus category
• Retail velocity targets were met and exceeded

The campaign not only reversed decline — it redefined category timing and consumer behavior.

By transforming an off-season liability into a share-of-voice advantage, FungiCURE captured national attention when competitors were silent.

The campaign demonstrated that seasonality is not fixed — it is shaped by narrative, timing, and media discipline.

Strategic disruption turned limited budget into category leadership.