Healthcare - OTC

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

2012 SILVER

Pepto-Bismol: From symptoms to occasions

Pepto-Bismol is every Brand Manager's dream, but both the brand and the category were in decline. We had a usage problem. Our communication strategy was to associate the brand with celebrations. We wanted to position the brand as your sidekick for when you party, with a simple campaign campaign message Eat, Drink, Be Covered. We'd reversed a significant decline to get the brand growing again with a smaller budget, accomplished in a declining category.

Brand: Pepto-Bismol
Client: Procter & Gamble
Agency: Publicis
Language: English

2012 BRONZE

1 in 3 Like Me

Poise's research showed that 1 in 3 women suffer from Light Bladder Leakage. Our challenge was to get women to discuss and sample a product they don't want to admit they need. Our strategy: use humor to normalize the condition. Whoopi Goldberg was featured in vignettes as women in history who may have had LBL. The vignettes became part of the pop culture zeitgeist and were spoofed on SNL. We drove 1.3MM households into the category (7% category growth - Nielsen) and had the largest sales growth (3%) in our history.

Brand: Poise
Client: Kimberly-Clark Corporation
Agency: Mindshare
Language: English

2011 BRONZE

U by Kotex Gets Real About Periods

The problem:Kotex was an "old fashioned" Brand in a category that was ruled by big spending Brands (with more money than us), where interest was low, and where switching to new Brands is lower. Our objective: Steal share in a category where stealing cateory share is difficult by doing nothing less than transforming a Brand created in our grandmother's youth into one that could appeal to millenial women. After 4 months sales were 66% above goal, consideration for the Kotex Brand leapt from 38% to 70%, we earned 601 million media impressions far surpassing the original client goal of 150 million.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: JWT
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19