Case study
Coolex by Dermacol · Challenger brand launch · 2026
Coolex: turning the brand name into a verb
Starting point
A new brand of lubricant gels needed to win a place in a category dominated by one player. People talked about the topic awkwardly and products easily blurred together. For a young audience, Coolex had to find its own reason to get noticed and bought.
Shift
We built the market entry on one idea: turn Coolex into a verb. “Let’s Coolex” opens the topic with humour. Follow-up communication explains the benefit and builds a relationship with the brand. We connected the strategy with the media plan, content and performance marketing. One system for the launch in Czechia and the adaptation for Slovakia.
Result
Its own brand language and a connected go-to-market plan: from first contact to purchase.