Cannes Lions

ABREVA

MEDIACOM, New York / GLAXO SMITH-KLINE / 2004

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Overview

Entries

Credits

Overview

Execution

Media executed a tactical OOH Trigger effort. Ski Resort advertising was utilized to deliver messaging to consumers during a key peak consumption period, and when they may be exposed to multiple cold sore triggers; Sun, Cold, and the Stress of physical activity. An additional key component of the effort, contingent with the OOH buy, was that product distribution was secured at the ski resorts. This effort also increased market distribution/penetration.

Outcome

Awareness continues to build, and the brand experienced double digit growth for the fourth straight year. Additionally, the brand recently achieved a record setting consumption period of +30% vs. YAG. And, this has all been achieved with fewer Media dollars year to year, through strategic communications/media plan executions.

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