The Mentholatum Company (2016- )
Mentholatum’s acne-treatment brand, Oxy, relied on a conservative approach: market to moms and medical facts. One of Baha’s earliest campaigns, “Zit Happens,” broke this convention and spawned a successful viral marketing campaign. His follow up campaign, “Erase Zit,” quadrupled viewership and expanded the brand’s visual identity.
Since then, Baha’s helped modernize Mentholatum’s traditional brands, such as “Nighttime Rub,” by presenting it with more realism and care.