Healthcare - OTC

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

2003 BRONZE

Precisely

Overcome initial failure of the marketing team to position the brand and virtual elimination in the category by relaunching Energizer hearing aid batteries as Energizer EZ Change, the first hearing aid batteries in a "touchless dispenser." The campaign focused on the key message of "Precise placement made simple and easy" driving brand recall, purchase intent, sales and market share levels to 50-100% or more above all goals set by management.

Brand: Energizer EZ Change
Client: Energizer
Agency: CheckMark Communications
Language: English

2002 GOLD

Desperation

NyQuil, a 30 year old brand with declining market share, needed to revitalize its image and attract new users. The "Desperation" campaign features non-users, in hopeless need of sleep while suffering form colds. the drama around the absence of sleep and the character's desperation to obtain it provided a memorable platform unique to NyQuil. With the launch of the advertising during cold season '00/'01, NyQuil sales exceeded aggressive goals and outpaced category growth.

Brand: NyQuil
Client: Procter & Gamble
Agency: D'Arcy
Language: English

2002 SILVER

Cool Kid

Band-Aid Brand is the story of a leading brand whose advertising needed to put a fresh face on the brand; reinvigorating its image and creating a platform for dramatic new product innovation. The creative idea was built around this contemporary, precocious "spokeskid" who could identify with consumers of any age and deliver a solution an engaging and charming way. Our approach provided a strong platform for Hurt- Free Wash; a breakthrough in would cleansing that relieves the pain of cuts and scrapes while cleaning them. Sales immediately responded within the first two weeks of advertising, jumping 211% and achieving the highest sales among any new could care product in 2001.

Brand: Band-Aid Brand
Client: Johnson & Johnson
Agency: McCann-Erickson
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19