Health and Wellness > A: Consumer Products
CODETABS COUGH TABLETS: THE ACCIDENT (TVC)
HASAN & PARTNERS, Helsinki / LEIRAS / 2014
Overview
Credits
Overview
Audience
General OTC buying public.
Secondary target audience were pharmacists and doctors who recommend OTC products,
BriefExplanation
BriefWithProjectedOutcomes
The Finnish pharmaceutical advertising is very strictly supervised and claims about the products benefits are regulated.
Medical and pharma advertising in Finland is heavily regulated. Many professionals consider the regulation heaviest in the world. The industry itself has a board that previews OTC advertising and the government sees that the regulations are followed.
This campaign has been evaluated by the ethical board of the advertiser as well as the rigid industry committee of all medical advertising.
For example the kind of advertising for cough tablets that is made in South Africa, Brazil or the U.S. is not allowed in Finland.
CampaignDescription
In Finland all OTC cough medicines are syrups. Except for one brand that offers relief in a non-liquid format.
SYNOPSIS:
An irritating teenager has poured cough medicine on the kitchen table's table cloth. But to his mother's relief it is not a bottle of cough syrup but a pack of cough tablets. Mother advises the teenager to clean it up himself. The teenager moans.
Pay off: These cough tablets offer non-irritating relief for an irritating cough.
MediaStrategy
CODETABS cough tablets are the only brand in the Finnish market that you can enjoy without a syrupy mess. You can carry them in your pocket and even to aeroplanes without problems at the security check.
This USP was communicated effectively and CODETABS was the most sold cough medicine during the campaign for months after its initial run.
Cough medicines are only sold at pharmacies. This TVC helped to get more shelfspace for the product as it was greeted with enthusiasm by the pharmacy in-buyers.
More Entries from OTC Oral Medicines in Health and Wellness
24 items
More Entries from HASAN & PARTNERS
24 items
