Healthcare - OTC

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

2017 BRONZE

Sin dolor no hay victoria

En la categoría de analgésicos osteomusculares no pasaba mucho históricamente nadie ganaba participación y la fórmula de comunicación era clara: Mostrar al dolor como el enemigo a vencer. DURAFEX un jugador nuevo en la categoría decidió no seguir los pasos de los gigantes ADVIL y DOLEX y darles donde más les dolía: Su discurso tradicional de marca. Dejó de ver al dolor como un enemigo y le buscó un lado positivo evidenciando que muchas veces vale la pena sentirlo como por ejemplo cuando duelen las piernas por el partido del domingo pero uno se convierte en el Cristiano Ronaldo de la oficina. Esta decisión no solo aumento su participación hasta convertirlo en líder del segmento osteomuscular sino que logró que los demás competidores cambiaran la forma en la cual se estaban comunicando con el consumidor.

Brand: Durafex
Client: Tecnoquímicas S.A
Agency: Proximity Colombia
Language: Spanish

2016 GOLD

In Support of New Moms

In a cluttered category with parity messaging Abbott’s brand, Similac, wanted to reconnect with parents in a unique and more meaningful way. Learning showed a new mom faces judgment of her choices and decisions, causing her insecurity. To demonstrate an understanding of this judgment and to show unconditional support for moms, Similac created “The Sisterhood of Motherhood.” This integrated, holistic campaign took a stance against parental judgment and encouraged parents to work toward a mutual goal of raising healthy, happy babies.

Brand: Similac
Client: Abbott Nutrition
Agency: Publicis North America
Language: English

2016 SILVER

Guys With Hair Get It

Millions of men lose their hair. Few do something about it. Why, you ask? Turns out, while theres the stigma of hair loss, society has a bigger issue with men who confront it. ROGAINE decided to challenge this. Through partnerships with influencers, ROGAINE leveraged a truth what some would call a harsh truth to wake up their audience and start to change the bigger cultural conversation around hair loss. In the end, we started a conversation with millions, increased brand favorability by 7.8%, and saw purchase intent increase by +11.2%.

Brand: Men's ROGAINE
Client: Johnson & Johnson
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