Sun Pharmaceutical Industries, Inc. is rolling out a consumer-directed ad campaign for clascoterone cream 1% (Winlevi, Sun Pharma) featuring Upland, CA-based dermatologist Sandra Lee, MD, popularly known as Dr. Pimple Popper.
Running on Connected TV (CTV), a medium that delivers content via streaming services such as Netflix, Hulu, Prime Video, Apple TV, the campaign features three different spots along with paid social media and online video display ads.
The new campaign focuses on the role of sebum as a main cause of acne. WINLEVI is the first and only U.S. Food and Drug Administration-approved topical acne treatment available in the U.S. that targets sebum production in the skin.
“Extensive market research shows that teenagers do not want to talk about their acne, so we sought to demystify sebum as an underlying cause of the condition and to encourage young people to have more dialogue about it,” says Andy Nelson, Vice President of Sales and Marketing, Medical Dermatology, Sun Pharma, in a news release. “We are thrilled to continue our collaboration with Dr. Sandra Lee, whose persona as ‘Dr. Pimple Popper’ fits well with our use of humorous and relatable content to connect with teens. Moreover, the extensive reach of CTV will help us educate and engage a broad audience about WINLEVI and the role of sebum in the acne cycle.”
The first ad, now airing [as of March 1, 2024], is called “Family Dinner.” It shows a family discussing acne around a dining table, with the word “sebum” bleeped and blurred every time the kids mention it. The parents misunderstand this unfamiliar word as inappropriate for family dinner conversation but quickly learn from Dr. Lee that it is a medical term that does not need to be censored. Two additional spots, “Getting Ready” and “Game Night,” will start to run in the coming weeks.
Dr. Lee partnered with Sun Pharma throughout 2023 on the AH-ha! It’s Acne Hormones awareness campaign, and appeared in several digital ads for WINLEVI over the past two years.
“I’m excited to continue to work with Sun Pharma on this new campaign, which allows me to use humor to teach parents, teens, and young adults how WINLEVI targets sebum production to control acne breakouts,” says Dr. Lee. “Acne, as with any medical condition, requires individualized diagnosis and treatment, so it’s very important that anyone who seeks treatment is evaluated by a dermatology professional.”
