Vicks: SOUND BAR

Credits & Description:

Category: Posters
Advertiser: P&G
Product/Service: VICKS COUGH DROPS
Agency: PUBLICIS SINGAPORE
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Copywriter: Nikhil Panjwani (Publicis Singapore)
Art Director: Tattoo Yar (Publicis Singapore)
Photographer: Sebastian Siah (Shooting Gallery)
Producer: Annie Ang (Publicis Singapore)
Account Director: Rakesh Hinduja (Publicis Singapore)
Account Executive: Bianca Lam (Publicis Singapore)
Media placement: Poster - In-Store - 15th February 2012

Describe the brief from the client
Convey the new global positioning of Vicks Cough Drops in South East Asia: ‘Unleash the power of your Voice’.

Describe the challenges and key objectives
For decades, Vicks Cough Drops has stood for immediate and long-lasting relief from throat irritation and sore throat. However, as a brand, Vicks wanted to go beyond the functional benefit and provide a more gratifying consumer benefit. They arrived at a new global positioning: ‘Unleash the power of your Voice’. Our job was to launch this new positioning through ATL and BTL in South East Asia.

Describe how you arrived at the final design
While mulling over many ways to launch the new brand positioning, we stumbled upon the benefit of unleashing the power of voice in the shape of the product itself. The shape, when tweaked was a symbolic representation of a sound/ volume bar.

Give some indication of how successful the outcome was in the market
The symbol was well appreciated across, from the client to the consumer. The message was conveyed in a no-nonsense, simple way. In fact, we carried the pneumonic through all our ATL and BTL touch points to give the campaign a holistic feel.