Voltaren - US PRODUCT Launch
Challenge:
Voltaren was launching over the counter, but shoppers didn’t know about the brand and retailers didn’t see the potential for gain.
Idea:
Reconnect osteoarthritis sufferers to the joy of movement by helping them break free of their pill handcuffs.
Results:
#1 SKU across key retailers. Exceeded share goal at 10.8%, Surpassed $100 million consumption goal by 41.4%
Awards:
REGGIE BRONZE Shopper Marketing Award 🏆
WALMART
We showed the shopper how she was getting more for her family. We got shoppers to take notice by leveraging exclusive content from superstar arthritis-sufferer Paula Abdul. Paula resonated with the shoppers because of her active lifestyle, influence, sincerity, on-trend style, and most importantly, as an avid Voltaren user and fan.
WALGREENS
We delivered trust in care, especially through their pharmacy. We harnessed the power of the pharmacy to help drive traffic to the OTC section. Once there, we attracted the shopper’s attention through our online Pandora partnership. A custom jingle allowed our shopper to keep on moving and dancing.
CVS
We provided personalized expert experience to meet shoppers’ needs. We extended CVS’ existing relationship with the Arthritis Foundation to create a meaningful partnership. Through expert Q&As and co-branded education, we helped customers understand their OA and how to treat it.
Target
We brought the joy of movement to life through sports. We supported secondary placement in sporting goods and built a unique cross-category story that resonated with the Target guest, wherever they were physically active.
credits
Role: Jr. Art Director
Team: CD: Bill Wiechers, Sr. AD: Daniel Vasquez, Keri Massa, Jr. AD: Mackenzie Cimala, CW: Debbi Barer, Matt Cohen
Agency: Art Director