| Effie Awards 2010 | ||
|---|---|---|
| THE WINNERS | Pharmaceutical & Healthcare | Bronze |
SUMMARY:
The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there’s anything new going on.
The objectives of the campaign were to increase value share for the total Otrivin brand by 2 points (by successfully launching new Otrivin Complete while minimalizing cannibalization on the Otrivin base SKU) and to differentiate Otrivin Complete from all the o...