Healthcare
From Acuvue (to Benadryl, Lactaid, Listerine, Splenda, Sudafed, Viactiv, and Visine) to Zyrtec, I’ve spent years working on Johnson & Johnson/McNeil Consumer Healthcare at several agencies. All the while, pushing not just efficacy claims, but creating messages that connect with the target.
Zyrtec: Liquid Gels Allergy Splashdown
For the launch of a new allergy product pushing speedy relief, there was one problem; we couldn’t legally say it was it was faster. So we demonstrated it, with an interactive game where the pill quickly knocked out indoor and outdoor allergens. Placed in the center of Times Square, we got thousands of engagements and captured millions of eyeballs.
Sudafed: Unblock your Head
From doing simple math, to reading a clock or a road sign, this atypical CPG campaign hyperbolizes how even simple things can seem harder when you’ve got blocked sinuses.
Benadryl: Outdoor Fundraiser
This brand was being outspent 5 to 1, so it needed to do something smarter. Because outdoor fun is often interrupted by allergy attacks, we forged a partnership with the The National Park Foundation to encourage people to get outside. In our Outdoor Funraiser, users pledged to have uninterrupted time in gardens and parks. The experience engaged people for an average of more than 2:00 while the program greatly increased brand perception.
Children’s Zyrtec: “Baseball”
With a story told from the POV of the caregiver, we showed how one kid continued to be a kid even surrounded by outdoor allergies.
