Healthcare - OTC

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

1999 GOLD

Motrin spoken here

The "Motrin spoken here" campaign successfully re-launched Motrin IB as the new gold standard for tough pain relief. The campaign vaulted Motrin IB out of an eight year sales slump to new heights never before achieved by the brand. In fact, sales jumped 45% within three months of the campaign's debut. Equally important, the campaign broke through the category clutter and developed a distinctive brand character for Motrin that differentiated it from key competitor Advil, as well as every other pain reliever on the market.

Brand: Motrin IB
Client: McNeil Consumer Healthcare
Agency: Saatchi & Saatchi New York
Language: English

1999 SILVER

Medicine Head

Faced with the challenge of a shrinking SOV and downward sales trends, Sudafed used the breakthrouh technique of animation to make its voice heard among the clutter of the Upper Respiratory category. With such lofty goals as reversing downward sales and increasing both advertising and brand awareness, Sudafed took creative risks with the "Medicine Head" campaign allowing the brand to far exceed all goals.

Brand: SUDAFED
Client: Warner-Lambert Company
Agency: Bates USA
Language: English

1998 GOLD

Dramatic Demonstrations

The launch of 3M Active Strips and 3M Comfort Strips successfully gained share from dominant, long-standing brands Johnson & Johnson and Curad by introducing multiple sub-brands positioned around product attributes.

Brand: 3M Active Strips / 3M Comfort Strips
Client: 3M
Agency: Martin Williams
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19