Healthcare - OTC

Marketing communications efforts for products that are sold without a prescription that address a specific health condition.

2013 GOLD

BAND-AID MAGIC VISION AUGMENTED REALITY APP

BAND-AID Brand unit sales were down 3.9% in the 52 week period ending 4/29/12, with consumers increasingly turning to cheaper store brands. To help counteract the downward sales trend, we created a proprietary experience for BAND-AID that store brands could not replicate - one that prompted 76% of all participants to return to the experience, generated enough earned media to reach the nearly 80% of the target audience, and contributed to a 12.6% increase in unit sales. We called it the BAND-AID Magic Vision Augmented Reality App.

Brand: BAND-AID Brand
Client: Johnson & Johnson
Agency: JWT New York
Language: English

2013 SILVER

The Great American Try-On

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumersdidn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.

Brand: Depend
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

2013 BRONZE

Break Up

Feminine Care category leader P&G saw U by Kotex's (UBK) successful launch as a threat. In response, they unveiled an attack campaign targeting the effectiveness of UBK's products, slowing trial and hurting girl's confidence in UBK. But UBK continued to zig as P&G zagged, avoiding the claims war and speaking to girls in their own voice. UBK called attention to issues in the category and asked girls to demand better by "breaking up" with their current products and trying something new. This lead to a 31% increase in UBK's sales.

Brand: Kotex
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19