Selexid® is an orally active prodrug of mecillinam, an extended- spectrum penicillin antibiotic. It is used primarily in the treatment of lower urinary tract infections.

The campaign should convey that the product was right on the spot and uncomplicated, in helping patients with cystitis.

A campaign using the icon for targets, and the Selexid® woman. And the Selexid® bright branding colours. With the headline: An uncomplicated choice…for uncomlicated cystitis.

Material for sales reps and doctors. The campaign consisted of detailers and ADS and a CD with all medical information.