Healthcare - OTC

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

2024 GOLD

Midol - Reach for Comfort

Anybody who has experienced a period knows that the pain of menstrual cramps is just ONE symptom of many that suck. So to get people to stop reaching for the single symptom pain relievers that were in their medicine cabinet and start reaching for multi-symptom relief with Midol®, we launched “Reach for Comfort.” Through playful design and smart influencer outreach, we started a conversation that drove increases in favorability, recall, engagement and a +20% lift in sales for a fraction of the spend of competitors.

Brand: Midol®
Client: Bayer
Agency: MULLENLOWE U.S.
Language: English

2024 BRONZE

Mucus Mania

15% of consumers switch to store-brand products during a recession. When the economy got sick, we needed to differentiate Mucinex from other OTC medicines and build brand love by connecting with Power Throughers: passionate and ambitious Gen Zs and Millennials. To earn their trust we created a handle for America's slimiest mascot, Mr. Mucus. By embracing the weird side of social media, we were able to win the hearts and minds of young Americans, garnering over 685M impressions, 245M engagements, and a 24% increase in sales.

Brand: Mucinex
Client: Reckitt
Agency: INSIDE IDEAS GROUP LTD
Language: English

2022 SILVER

Game Over for Headaches

As a 60-year-old brand, Excedrin needed to get on the radar of a new generation of headache sufferers—specifically, gamers. We discovered that everything about gaming causes headaches that can take them away from the thing they love. Excedrin wanted to help, so we adopted “The Healer,” a character known for helping players stay in the game, to educate them about gaming-related headaches. The result? A 78% increase in awareness on Twitch and 503,000 new 18–34-year-old US households buying Excedrin.

Brand: Excedrin
Client: Excedrin (GlaxoSmithKline)
Agency: Weber Shandwick
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19