Healthcare - OTC

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

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

2022 SILVER

Poop Should Never Feel Painful

To grow the business, we needed to differentiate and reinvigorate Colace Stool Softeners in an outsized way. Based on the insight that constipation sufferers experience painful bowel movements, we created a campaign that reframed feelings of ‘I can’t go’ to feelings of ‘discomfort from hard, painful stools’. Our tune about softening #2s defied category convention, creating a catchy earworm as people sung it, shared it, and admitted its relatability. From copy testing to market chatter and sales results, the campaign exceeded expectations as consumers agreed: poop should never feel painful.

Brand: COLACE Stool Softener
Client: Avrio Health
Agency: FCB Health New York, An IPG Health Company
Language: English

2022 BRONZE

Flonase “Psst Psst All Good!” campaign

Flonase was stuck in stagnation, struggling to gain appeal as more than a secondary complement to leading pills. To turn heads, we leaned away from reigning category narratives about the wonders of Nature, leaning into the truth that for most allergy sufferers, Nature’s most beautiful trees and flowers feel terrifying. We created a world of monsters representing Nature’s allergens, then showed how with Flonase, allergy monsters don’t have to be scary. Our campaign catapulted the business, helping Flonase grow more than 2x as fast as other allergy brands.

Brand: Flonase
Client: GSK Consumer Healthcare
Agency: FCB Global
Language: English

FINALISTS

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19

Bayer Aspirin Bayer Aspirin Most Meaningful Melody