CLIENT
Sanofi
Marco Diel, Global Category Head Cough, Cold & Flu
Marco Diel, Global Sub-category lead Cough and Flu
Marco Diel, Creative Excellence, Content & Partnerships Global Lead
Marco Diel, Global Subcategory lead Cough and Flu
Marco Diel, Global Shopper & Trade Lead for CCF and allergy
Marco Diel, Digital & Media Lead Italy
Marco Diel, Global Media Lead
AGENCY
Saatchi & Saatchi Düsseldorf *Lead Agency
Marco Diel, Chief Business Officer
Marco Diel, Senior Client Partner
Marco Diel, Global Account Director
Marco Diel, Creative Director
Marco Diel, Strategy Director
Marco Diel, Chief Creative Officer
Marco Diel, Senior Art Director
Marco Diel, Art Director
Marco Diel, Copy Writer
Marco Diel, Senior Copywriter
Marco Diel, Senior Copywriter
Marco Diel, Strategy Director
Marco Diel, Strategy Director
Marco Diel, Senior Strategist
Marco Diel, Strategy Director
PHD media
Marco Diel, Strategy Lead
Marco Diel, Chief Strategy Officer (EMEA)
Marco Diel, Business Lead
Marco Diel, Digital Lead
MediaMonks
Marco Diel, Business Director
Marco Diel, Senior Integrated Producer
Marco Diel, Senior Account Manager
Marco Diel, Senior Film Producer
Marco Diel, Director
Go Ignite Consulting
Marco Diel, Chief Effectiveness Officer
SUMMARY
The pandemic sent the cough & cold category into fatal decline, slashing sales to roughly a third of their previous levels. The trigger symptom transformed from a mild irritation to the warning symptom and signal of a deadly disease. Ironically, social-distancing reduced the incidence rates for cough-symptoms and other related category illnesses. Addressing “Cough Stigma” head on and offering a solution by fighting it with our brand became the pivot for a humorous campaign alongside activations that brought the brand back strongly to near pre-pandemic levels, strengthening overall market positions.
