Canesten is a safe and effective over-the-counter medication available from any pharmacist to cure yeast infection. But Women were often too embarrassed to speak to a pharmacist. Especially in Hong Kong where the Cantonese term for 'Yeast Infection' translates into the far more graphically named 'Vagina Infection'.
We created a code word to make it more comfortable for women to talk about. And, since women in Hong Kong already spend an inordinate amount of time gossiping about their favourite male Korean television stars, we twisted the Cantonese pronunciation of 'Vagina Infection' into the hunky Korean-sounding name 'Kum Tou Yin'.
We then launched our code word by creating an online Korean-style drama series targeted at women. The storyline revolved around a woman with a secret she was hiding from her friends.