Healthcare - OTC

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

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2021 SILVER

TUMS makes the Super Bowl #TUMSworthy

TUMS was a 90-year-old antacid brand with a big dream: win over millennial consumers who weren't engaging with the category. We changed the heartburn landscape for good, tapping into a cultural conversation about stress and giving ourselves a whole new playground. And along the way, we claimed an emoji, dominated Twitter on the one of the noisiest days of the year, and drove 9.2% yearly growth in household penetration among millennials.

Brand: TUMS
Client: GSK Consumer Healthcare
Agency: Grey New York
Language: English

2021 BRONZE

Nightshift Campaign Launch

Mucinex Nightshift successfully launched into a fragmented and competitive category, engaging a younger consumer and stealing share from a long-dominant leader. We accomplished this by delivering on an unmet need and bringing a universal insight to life: the desire to wake up feeling refreshed the morning after fighting cold/flu. In humanizing our benefit with “un-dead” humor, we created a recognizable new icon—increasing sales and growing share in the market segment driving category growth. In the process, we became the #1 new cold/flu product within 4 months of launch.

Brand: Mucinex
Client: Reckitt Benckiser
Agency: McCann New York
Language: English

2020 BRONZE

The launch of Pronamel Intensive Enamel Repair

There were seven new adult toothpaste launches in 2019, making a very competitive oral-care category even more cutthroat. Thanks to a strong insight into changing attitudes towards health and well-being—and a creative idea that positioned Pronamel Intensive Enamel Repair as a toothpaste that complements this attitude—we broke through the category clutter and delivered the most successful launch of the year, far surpassing all of our direct competitors.

Brand: Pronamel
Client: GSK Consumer
Agency: Wunderman Thompson Health
Language: English