Healthcare - OTC
Marketing communications efforts for products that are sold without a prescription that address a specific health condition.
In 1999 MONISTAT was faced with its toughest competitive challenge ever - Pfizer began supporting its Rx product Diflucan heavily with television support. The OTC category, dominated by MONISTAT for over a decade, began a rapid decline dropping in sales for 18 straight periods, all attributable to Diflucan. In November 2001 J&J launched new advertising in support of the MONISTAT1 Combination Pack, hitting Diflucan in its only vulnerable area, which so happened to be the #1 consumer unmet need - speed of symptom relief. Results have far surpassed expectations, proven by sales/share results, written Rx prescriptions and category tracking study measures.
Client: Johnson & Johnson
Overcome initial failure of the marketing team to position the brand and virtual elimination in the category by relaunching Energizer hearing aid batteries as Energizer EZ Change, the first hearing aid batteries in a "touchless dispenser." The campaign focused on the key message of "Precise placement made simple and easy" driving brand recall, purchase intent, sales and market share levels to 50-100% or more above all goals set by management.
Brand: Energizer EZ Change
Agency: CheckMark Communications
NyQuil, a 30 year old brand with declining market share, needed to revitalize its image and attract new users. The "Desperation" campaign features non-users, in hopeless need of sleep while suffering form colds. the drama around the absence of sleep and the character's desperation to obtain it provided a memorable platform unique to NyQuil. With the launch of the advertising during cold season '00/'01, NyQuil sales exceeded aggressive goals and outpaced category growth.
Client: Procter & Gamble