Healthcare - OTC

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



Flexible Frank

In a highly fragmented category, Osteo Bi-Flex had to find a way to differentiate itself from competitive brands, provide a reason to command a premium price point versus private label and make sure new category buyers selected Osteo Bi-Flex first. Key to achieving the results was the use of a highly relevant and memorable spokesperson whose life is transformed through the use of the product. After 26 weeks of advertising, Osteo Bi-Flex surpassed its objectives with a 17% increase in sales, a 2.1% share gain and a 9% increase in total brand awareness.

Brand: Osteo Bi-Flex
Client: Rexall Sundown
Agency: Cramer-Krasselt
Language: English

This is Halls Fruit Breezers

Faced with a completely saturated smoke alarm market and rapidly sliding market share, First Alert created the "10-year -replacement" strategy. The result, an integrated "Be Safe, Replace" marketing communications program that increased message awareness fourfold, achieved a 40% sales increase and firmly re-established First Alert as the undisputed market leader within the family safety category.

Brand: Halls Fruit Breezers
Client: Cadbury Adams
Agency: JWT New York
Language: English


NyQuil, long known for its nighttime, multi-symptom cold relief sought to introduce a single-symptom cough relief product - NyQuil Cough. Setting up the need for NyQuil Cough, the "Consequences" campaign employs humor to dramatize the effects of annoying nighttime coughs, while highlighting the deficiency of its lead competitor. With the advertising launch, NyQuil Cough exceeded goals and became the #1 new product initiative in the cough/cold category, outselling the 2nd, 3rd, and 4th leading initiatives combined.

Brand: NyQuil Cough
Client: Procter & Gamble
Agency: D'Arcy New York
Language: English

2021_he_2021_e-6017-511_hero_1 Midol Midol Brand Relaunch
2020_he_2020_e-4545-967_hero_1 Claritin Embracing the Wonderful World of Allergens
2020_he_2020_e-4869-494_hero_1 NoDoz 200mg to conquer your world.

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