Healthcare - OTC

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

2011 BRONZE

"You Can't Wait to Get it On"

Our goal: to reverse sales declines for the category and Trojan by successfully introducing Ecstasy condoms. We had to overcome age-old obstacles that condoms were considered pleasure barriers, men-only products, embarrassing purchases and spontaneity-killers. Our solution? Change everything people think about condoms with the barrier-busting idea that waiting for a (Trojan) condom was a good thing. Moreover, we focused on a sexually healthy couple (instead of just a man). A year later, category and Trojan sales shot up. And Ecstasy became the most successful launch in category history.

Brand: Trojan
Client: Church & Dwight
Agency: The Joey Company
Language: English

2010 SILVER

Plan B: Because the Unexpected Happens

When Plan B launched over the counter, it was surrounded by misperceptions and confusion. With a calm, non-judgmental voice, the communications worked to normalize emergency contraception and neutralize the panic associated with unintended pregnancy. It clearly let women know what Plan B was (emergency contraception), what it wasn't (the 'abortion' pill) and where to get it. The result - we exceeded our communication goals: doubled unaided awareness, clarified the confusion about what it was and how it worked, communicated availability at retail, and exceeded sales goals by 93%.

Brand: Plan B
Client: Teva Women's Health
Agency: Draftfcb
Language: English

2010 BRONZE

Outsmart Mother Nature

In a low interest, highly competitive and declining category how do you grab the attention of consumers that are tuned out to femcare advertising and ultimately, grow the Tampax Pearl franchise. Although Tampax was the category leader since its launch in 2007, it was leading a declining tampon category (3% decline per year). It was apparent that there was a need to regain our leadership and fight back by differentiating ourselves from the competition and set a new course for growth.

Brand: Tampax
Client: Procter & Gamble
Agency: Leo Burnett Chicago
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19