Background/Challenge:

Cameron was hired by Crosstex to spearhead a repositioning of the company as a leader in infection control products for healthcare. We chose to focus on the company’s flagship product line: medical face masks. This category is one of the least understood in healthcare. Not only do health professionals view masks as a commodity product, they do not perceive that different types of masks offer different levels of protection.

Cameron Solution:

We set out to position Crosstex as the technology and innovation leader in the face mask category. We developed a memorable tagline focused on infection control – Crosstex Protects – and launched an educational communication campaign focused on their most innovative product: SecureFit Masks. Striking, clinical package designs, an educational print campaign, and a demo video all served to lift SecureFit out of the commodity box and position it as a high-level infection control breakthrough.

print ad

Cameron developed a memorable tagline – Crosstex Protects –

packaging

Crosstex Protects

video

SecureFit® Technology from Crosstex®

This demo video served to lift SecureFit Masks out of the commodity box and position it as a high-level infection control breakthrough.