Healthcare - OTC

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

2021 BRONZE

Nightshift Campaign Launch

Mucinex Nightshift successfully launched into a fragmented and competitive category, engaging a younger consumer and stealing share from a long-dominant leader. We accomplished this by delivering on an unmet need and bringing a universal insight to life: the desire to wake up feeling refreshed the morning after fighting cold/flu. In humanizing our benefit with “un-dead” humor, we created a recognizable new icon—increasing sales and growing share in the market segment driving category growth. In the process, we became the #1 new cold/flu product within 4 months of launch.

Brand: Mucinex
Client: Reckitt Benckiser
Agency: McCann New York
Language: English

2020 BRONZE

The launch of Pronamel Intensive Enamel Repair

There were seven new adult toothpaste launches in 2019, making a very competitive oral-care category even more cutthroat. Thanks to a strong insight into changing attitudes towards health and well-being—and a creative idea that positioned Pronamel Intensive Enamel Repair as a toothpaste that complements this attitude—we broke through the category clutter and delivered the most successful launch of the year, far surpassing all of our direct competitors.

Brand: Pronamel
Client: GSK Consumer
Agency: Wunderman Thompson Health
Language: English

2020 BRONZE

Tested to be Trusted

CVS was defending market share against Amazon in vitamins and supplements. Four out of five people take supplements, but many are unaware what they take may not contain what they claim.   Instead of turning to marketing, we created an initiative called “Tested to Be Trusted” requiring all supplements be third-party tested. It brought unprecedented transparency to an unregulated category, increasing growth rate sevenfold and proving that improving the health of customers can improve your bottom line in the process.

Brand: CVS Health
Client: CVS Health
Agency: BBDO New York
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19