Healthcare - OTC
Marketing communications efforts for products that are sold without a prescription that address a specific health condition.
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PROGRAM
2002 BRONZE
Compakmania - A Revolutionary Story!
In a category where young girls/women are held hostage by habits and discussion of the topic is taboo, Tampax was challenged with launching an innovative product to an uncaptive audience. Tampax Compak (yes, tampons!) suddenly shifted from taboo to topical among teens/young women. This provocative, entertaining approach exceeded launch share expectations and any other category launch benchmarks.
Brand:
Tampax Compak
Client:
Procter & Gamble
Agency:
Leo Burnett USA
Language:
English
2001 GOLD
On the Nose
The company's future hinged on BR's success and to turn the company around, BR needed to grow and expand its market beyond core users. BR seized the opportunity to segment its business and thus had to reposition to one segment for a new usage and a new consumer without diminishing, but instead growing the other segment. The "On the Nose" campaign had to maximize the potential of these segments with separate, but synergistic communications. As a result, perceptions of BR as a congestion remedy were enhanced, sales grew 10% and awareness more than doubled.
Brand:
Breathe Right
Client:
CNS, Inc.
Agency:
Campbell Mithun
Language:
English
2001 SILVER
Strength, Speed, Endurance
The Strength, Speed, Endurance advertising campaign successfully launched Lamisil AT into the athlete's foot category. The engaging and breakthrough executions, which depict high performance athletes in action with hard driving music under, clearly struck a chord with our target. The campaign is driving sales beyond expectations, and at the same time carving a distinct brand identity for Lamisil AT in the athlete's foot category.
Brand:
Lamisil AT
Client:
Novartis Consumer Health, Inc.
Agency:
Grey Worldwide
Language:
English
FINALISTS
Bayer Aspirin
Bayer Aspirin Official Sponsor of Fans' Hearts
Advil
Advil the Summer Travel Pain Away
Pfizer
Living Beyond COVID-19
