Healthcare - OTC

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

2022 SILVER

Poop Should Never Feel Painful

To grow the business, we needed to differentiate and reinvigorate Colace Stool Softeners in an outsized way. Based on the insight that constipation sufferers experience painful bowel movements, we created a campaign that reframed feelings of ‘I can’t go’ to feelings of ‘discomfort from hard, painful stools’. Our tune about softening #2s defied category convention, creating a catchy earworm as people sung it, shared it, and admitted its relatability. From copy testing to market chatter and sales results, the campaign exceeded expectations as consumers agreed: poop should never feel painful.

Brand: COLACE Stool Softener
Client: Avrio Health
Agency: FCB Health New York, An IPG Health Company
Language: English

2022 BRONZE

Flonase “Psst Psst All Good!” campaign

Flonase was stuck in stagnation, struggling to gain appeal as more than a secondary complement to leading pills. To turn heads, we leaned away from reigning category narratives about the wonders of Nature, leaning into the truth that for most allergy sufferers, Nature’s most beautiful trees and flowers feel terrifying. We created a world of monsters representing Nature’s allergens, then showed how with Flonase, allergy monsters don’t have to be scary. Our campaign catapulted the business, helping Flonase grow more than 2x as fast as other allergy brands.

Brand: Flonase
Client: GSK Consumer Healthcare
Agency: FCB Global
Language: English

2021 SILVER

TUMS makes the Super Bowl #TUMSworthy

TUMS was a 90-year-old antacid brand with a big dream: win over millennial consumers who weren't engaging with the category. We changed the heartburn landscape for good, tapping into a cultural conversation about stress and giving ourselves a whole new playground. And along the way, we claimed an emoji, dominated Twitter on the one of the noisiest days of the year, and drove 9.2% yearly growth in household penetration among millennials.

Brand: TUMS
Client: GSK Consumer Healthcare
Agency: Grey New York
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19