Mextra Superabsorbent

Global B2B Healthcare Campaign


Mölnlycke Health Care's Wound Care Division had developed Mextra Superabsorbent, a new and innovative super-absorbent wound dressing for a fast-growing area of the market, dominated by one main competitor. 

Specialist healthcare agency Embrace were tasked to create a global marketing campaign to launch the product, thus generating the product positioning and marketing materials


The competitor’s marketing campaign focused on its claims about being the most absorbent product. However, Mölnlycke’s research indicated there was such a thing as too much absorbency, making dressings bulky, heavy and uncomfortable to wear.

Specialist healthcare marketing agency Embrace therefore focused the campaign on Mextra Superabsorbent’s excellence in four key areas, not just one. 

Our concept was 'Optimal performance through perfect precision', using the analogy of synchronized swimming to articulate the way the four aspects work together to deliver super absorbent performance in a unique way.


The global B2B healthcare campaign was designed to work both on and offline with Embrace delivering product literature and DM, print and online advertising and video assets. These assets were brought to life with both technical and human stories. 

Highly effective, the campaign supported the global sales teams in making key approaches to healthcare professionals and procurement departments to launch this innovative new product.

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