Healthcare - OTC

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

2006 GOLD

Tylenol Ouch! "Pain is Inevitable; Suffering is Optional"

This campaign was created to ignite brand relevance with 18-29-year-olds to reverse a declining share trend. The advertising depicts this generation's relationship with pain and empowers this group to express pain from their perspective - focusing on the worlds of action sports, urban dance and street art. The program has increased household penetration 15% among the target while all other competitors lost share.

Brand: Tylenol
Client: McNeil Consumer Healthcare
Agency: Faith Popcorn's BrainReserve
Language: English

2006 SILVER

Mr. Mucus

The Mucinex campaign more than met the challenge of introducing an over-the counter cough & cold medication in a competitive marketplace. Its success was based on emphasizing its unique method of action. After just one month of advertising featuring an iconic Mr. Mucus, sales soared 300%, and Mucinex became the No. 1 cough & cold medication in drugstores, far exceeding the initial goal of a 50% increase.

Brand: Mucinex
Client: Adams Respiratory Therapeutics
Agency: Torre Lazur McCann
Language: English

2006 BRONZE

Embarrassment Happens. Leaks Shouldn't.

In order to continue to grow Pearl and the overall Tampax business, the brand needed to convince the 69% of women who were aware of 3-year-old Pearl but who hadn't tried it to make the switch. The creative strategy linked Pearl's protection with the most relevant emotional benefit for young women - no embarrassing leaks in public. The campaign increased Pearl's shipments by 27% and value share by 2.5 points in the plastic category. For the first time, the Tampax brand grew to more than a 50% value share of the total tampon category.

Brand: Tampax Pearl
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