Healthcare - OTC
Marketing communications efforts for products that are sold without a prescription that address a specific health condition.
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PROGRAM
2009 BRONZE
Feel better, Tylenol
This campaign engaged consumers in a new conversation by taking a stand for health rather than against pain. Through a modern, honest approach to pain relief, Tylenol differentiated itself from its competitors, stood out in a typically low-interest category, strengthened its equity and most importantly reversed business declines.
Brand:
Tylenol
Client:
McNeil Consumer Healthcare
Agency:
Deutsch Inc.
Language:
English
2008 BRONZE
Protect The Areas Dentists Check Most
After 40 years of break through oral care products and category leadership, Crest was surpassed by its arch rival Colgate with the launch of Colgate Total. Crest had defined what health meant for the category and it was a matter of considerable corporate pride to regain the top spot. It took ten years to get it right, but we did it. The dentist, our old ally, was used in a whole new way, and the results were the biggest launch in Crest's history.
Brand:
Crest
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi
Language:
English
2007 GOLD
Have a happy period. Always.
In a declining category fraught with blue goo demonstrations, functional product claims and increased competition, Always needed to break through the marketing mold and reinvigorate the brand to lure in competitive users and reframe the way women view their periods. Born from the consumer insight that periods don't have to suck, the Have a happy periodcampaign highlights the role that Always' products and women themselves can play in making their periods happier - whether it be using a better product or eating all the chocolate she wants. In the first year of the launch, Always share grew from 49.4% to 54.1% to achieve the most profitable year in Always history.
Brand:
Always
Client:
Procter & Gamble
Agency:
Leo Burnett USA
Language:
English
FINALISTS
Bayer Aspirin
Bayer Aspirin Official Sponsor of Fans' Hearts
Advil
Advil the Summer Travel Pain Away
Pfizer
Living Beyond COVID-19
