Healthcare - OTC
Marketing communications efforts for products that are sold without a prescription that address a specific health condition.
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2004 GOLD
Work
In order to increase sales, it became imperative that K-Y grow the personal lubricants category. To do this, K-Y needed to move the brand away from the negative position of problem-solution to the positive position of "relationship enhancement" to bring new users into the category. The communication, as seen in the "Work" television commercial, was highly successful. The commercial, supporting the launch of K-Y Warming, helped grow the category by 7.6%, increase K-Y sales +62% vs. YAG, and led to its highest share in at least four years.
Brand:
K-Y
Client:
Johnson & Johnson
Agency:
McCann Erickson
Language:
English
2004 SILVER
Real Time
In the early years of this decade, Listerine went into an inexorable decline. Nearly everyone in America had tried the brand at some point in their lives, and the brand had no stunning new news with which to entice new users. If the brand was going to repeat the powerful growth of the last century in the new one, it needed to overcome a very important barrier to usage: taste. By taking a new, emotionally empathetic approach in its advertising, and confronting the taste barrier directly, Listerine managed to reverse its consumption decline and give the brand a platform for long-term growth once more.
Brand:
Listerine Mouthwash
Client:
Pfizer Inc.
Agency:
JWT New York
Language:
English
2004 BRONZE
Flexible Frank
In a highly fragmented category, Osteo Bi-Flex had to find a way to differentiate itself from competitive brands, provide a reason to command a premium price point versus private label and make sure new category buyers selected Osteo Bi-Flex first. Key to achieving the results was the use of a highly relevant and memorable spokesperson whose life is transformed through the use of the product. After 26 weeks of advertising, Osteo Bi-Flex surpassed its objectives with a 17% increase in sales, a 2.1% share gain and a 9% increase in total brand awareness.
Brand:
Osteo Bi-Flex
Client:
Rexall Sundown
Agency:
Cramer-Krasselt
Language:
English
FINALISTS
Bayer Aspirin
Bayer Aspirin Official Sponsor of Fans' Hearts
Advil
Advil the Summer Travel Pain Away
Pfizer
Living Beyond COVID-19
