Healthcare - OTC

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

2001 SILVER

TheraFlu. Instant Comfort. Powerful Relief.

TheraFlu's hot liquid strategy and the "Instant Comfort. Powerful Relief." campaign were developed to halt and reverse the sales and share declines. The strategy is based on the benefit of warmth and comfort that TheraFlu's unique hot liquid form provides versus the leading competitors. The advertising campaign brings the benefit to life by creating a cold/hot experience for the sufferer: first heighten the feeling of suffering with extreme cold weather and then contrast it with the relief of warmth and comfort of TheraFlu. TheraFlu achieved record-high sales behind this advertising.

Brand: TheraFlu
Client: Novartis Consumer Health, Inc.
Agency: Jordan, McGrath, Case & Partners
Language: English

2001 BRONZE

Trapped

The "Trapped" campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new "flu treatment" category, and motivate flu sufferers to go to their doctor and ask for Tamiflu.

Brand: Tamiflu
Client: Roche Laboratories, Inc.
Agency: Young & Rubicam
Language: English

2001 BRONZE

Winter Dryness

In an effort to increase usage among adults and speed up the purchase cycle, the "Winter Dryness" campaign was created. Communicating to adult women that those cracks and cuts one suffers from dry winter weather are actually minor wounds that can be healed with Neosporin. The campaign has successfully heightened brand and advertising awareness of Neosporin and has broadened its definition of minor wound usage.

Brand: Neosporin
Client: Pfizer, Inc.
Agency: Bates 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