Tackling the taboo of athlete's foot

Karo Lamisil

We spoke with people in the US and South Korea to understand what living with athlete’s foot actually feels like - the embarrassment, the discomfort and the impact it has on everyday confidence.

Through focus groups and in‑depth interviews, we explored how different audiences respond to three new comms territories and what makes each message feel believable, motivating or off‑putting.

Their stories revealed clear gender differences: for men, it’s an annoyance; for women, it’s tied to pressure to have “perfect” feet - and often feels private and shameful.

We used these insights to identify the strongest route and gave actionable guidance to refine the creative.

Impact:

Clear insight into how athlete’s foot impacts people emotionally and socially - helping Karo choose a comms route that feels honest, empowering and culturally resonant.