Sultan wanted to launch a line of moisturizing hand sanitizers for dentists and hygienists, who were using inexpensive brands unsuited for clinical environments. Through user research, we found that healthcare workers often complain about dry skin from constant washing. This insight led us to name the brand MoistSURE, highlighting its dual ‘sanitizing + softening’ properties. A visually-arresting campaign dramatized the ‘dry skin’ pain point across print, digital and trade shows. The brand stood out not just in the dental category but also among over-the-counter products. We met the first year’s sales goals in three months, and MoistSURE is now a flagship product for Sultan.