Healthcare - OTC

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

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2001 BRONZE

Winter Dryness

In an effort to increase usage among adults and speed up the purchase cycle, the "Winter Dryness" campaign was created. Communicating to adult women that those cracks and cuts one suffers from dry winter weather are actually minor wounds that can be healed with Neosporin. The campaign has successfully heightened brand and advertising awareness of Neosporin and has broadened its definition of minor wound usage.

Brand: Neosporin
Client: Pfizer, Inc.
Agency: Bates USA
Language: English

1999 GOLD

Motrin spoken here

The "Motrin spoken here" campaign successfully re-launched Motrin IB as the new gold standard for tough pain relief. The campaign vaulted Motrin IB out of an eight year sales slump to new heights never before achieved by the brand. In fact, sales jumped 45% within three months of the campaign's debut. Equally important, the campaign broke through the category clutter and developed a distinctive brand character for Motrin that differentiated it from key competitor Advil, as well as every other pain reliever on the market.

Brand: Motrin IB
Client: McNeil Consumer Healthcare
Agency: Saatchi & Saatchi New York
Language: English

1999 SILVER

Medicine Head

Faced with the challenge of a shrinking SOV and downward sales trends, Sudafed used the breakthrouh technique of animation to make its voice heard among the clutter of the Upper Respiratory category. With such lofty goals as reversing downward sales and increasing both advertising and brand awareness, Sudafed took creative risks with the "Medicine Head" campaign allowing the brand to far exceed all goals.

Brand: SUDAFED
Client: Warner-Lambert Company
Agency: Bates USA
Language: English