The anti-aging category is crowded and scientific. TV, billboards, and celebrity endorsement are the norm. Most of those have a simplistic structure to them, showing what the problem is, informing them there's a product that can solve it, and then showing the results. But when you're a small player in a category with a lot of competitors you can't afford to repeat the same formula others are using. You have to approach the problem in a new way.
There's nothing new about wanting to look young. The Fountain of Youth has been written about for millenia in several different cultures. But culturally there was something new around older women going out with younger men. The "cougar" was suddenly a thing. Whis is why we decided not to target all middle-aged women, opting instead to talk only to these women that were part of something new. To get them to try reversa, we seeded a controversial brand and media strategy that hailed these women as the new sugar daddies, inviting controversy in conservative mediums.
We also broke with another tradition: that of the pharma industry trying to talk as little as possible about side effects. In fact, we made the whole campaign about the (very much wanted) side effects of using the reversa anti-aging line. The campaign was not only very successful with the target (more than doubling their market share), but also with advertising juries, bringing home two Gold Lions at Cannes amongst other merit awards.