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2019 BRONZE HEALTHCARE – OTC
CANADA
MOTRIN Tina's Uterus
RAN IN: Canada
CLIENT
Johnson & Johnson Inc.
Suzy Deprizio , Head of Marketing Ishita Saha , Market Unit Director Pain Care and CCFS Andrew Crowson, Sr. Brand Manager Maddy Hughes, Associate Brand Manager
Amin Todai, President, CCO Steve Miller , SVP, Creative Director Kristina Kosa, Social Strategist Patrice Pollack, Associate Creative Director Annie Rowe, Director of Strategy kate Roberts, Project Manager Rebecca Milner , Social Manager Danica Enns , Art Director MItch Robertson, Copywriter Mark Hewitt, Business Lead
J3 Canada
SUMMARY
When it comes to healthcare, efficacy reigns supreme. It’s highly challenging to generate sales without a competitive claim or a functional advantage. Motrin’s key competitor focused on the strength to enable users, but this didn’t reflect any semblance of women’s real experience dealing with menstrual pain. “Tina’s Uterus” generated an incredible +16% baseline sales in a declining category by taking a bold, authentic approach to depicting menstrual pain. We emotionally connected with young women by proving Motrin truly understood their pain and could effectively help manage it.
