We launched the next generation of UTI defense
Three diverse women in coral suits seated confidently with a GennaMD urinary health supplement bottle.
The Context
Solv Wellness was launching a new, improved, and rebranded version of its flagship UTI supplement designed to treat menopausal symptoms. Solv Wellness needed to retain its current loyal base of consumers while recruiting new women into the brand.
The Insight
Women with chronic UTIs aren’t looking for another quiet, clinical solution. They’re angry, exhausted, and ready to fight back. Solv Wellness didn’t need to whisper about symptoms, it needed to rally an alliance against them.
The Solution
We launched GennaMD with a bold “UTIs messed with the wrong women” platform, reimagining the brand with high-impact visuals and a rallying cry that turned a supplement into a movement.
Collage showing gennaMD supplement bottle, capsules, a woman doing yoga, and a drop of liquid.
Three advertisements for GennaMD UTI supplement showing women, capsule with powder, and bottle with promo.
Three GennaMD ads show cranberry extract capsule, woman doing yoga, and 20% off subscription offer.
The Results
The launch successfully migrated loyal users to GennaMD while attracting new consumers, with strong performance across paid social, CTV, search, and display, proving that an unapologetically bold stance could drive engagement, trial, and sustained growth.
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