Healthcare - OTC
Marketing communications efforts for products that are sold without a prescription that address a specific health condition.
FILTER BY:
PROGRAM
2007 BRONZE
Practice Safe Sleep
In the past year, Tylenol PM has been threatened by an onslaught of new prescription sleep aids as well as the launch of Advil PM. Despite projections that the business would take a 12% hit in sales as a result, the two complimentary Tylenol PM campaigns that launched in 2006 not only effectively defended the business - but actually grew it over the year prior when Advil PM was not even on the market. By leveraging the brand's core safety heritage, Tylenol PM was able to raise the bar for safe sleep.
Brand:
Tylenol PM
Client:
McNeil Consumer Healthcare
Agency:
Deutsch Inc.
Language:
English
2006 GOLD
Tylenol Ouch! "Pain is Inevitable; Suffering is Optional"
This campaign was created to ignite brand relevance with 18-29-year-olds to reverse a declining share trend. The advertising depicts this generation's relationship with pain and empowers this group to express pain from their perspective - focusing on the worlds of action sports, urban dance and street art. The program has increased household penetration 15% among the target while all other competitors lost share.
Brand:
Tylenol
Client:
McNeil Consumer Healthcare
Agency:
Faith Popcorn's BrainReserve
Language:
English
2006 SILVER
Mr. Mucus
The Mucinex campaign more than met the challenge of introducing an over-the counter cough & cold medication in a competitive marketplace. Its success was based on emphasizing its unique method of action. After just one month of advertising featuring an iconic Mr. Mucus, sales soared 300%, and Mucinex became the No. 1 cough & cold medication in drugstores, far exceeding the initial goal of a 50% increase.
Brand:
Mucinex
Client:
Adams Respiratory Therapeutics
Agency:
Torre Lazur McCann
Language:
English
FINALISTS
Advil
Advil the Summer Travel Pain Away
Pfizer
Living Beyond COVID-19
Bayer Aspirin
Bayer Aspirin Most Meaningful Melody
