Cannes Lions

BENYLIN MEDICINE

JWT TORONTO, Toronto / JOHNSON & JOHNSON / 2008

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Overview

Entries

Credits

Overview

Execution

“Take a Benylin Day” was a very simple idea that leveraged the overriding understanding by consumers that a cold remedy could only provide temporary relief of cold symptoms - and that rest and time were the only real cure for the common cold. And whether or not consumers were in a position to take the time they needed to get better, Benylin was offering them the permission to dream it for a moment. Benylin would no longer profess knowledge of cold symptoms or promise efficacy. Instead, it would demonstrate an understanding of how consumers feel and what they truly need when they are suffering from a cold and boldly offer an alternative: a Benylin Day to get better. “Take a Benylin Day” gave cold sufferers permission to take time to get better while reinforcing that Benylin will handle their cold symptoms.

Outcome

During the launch phase of this new platform, Benylin not only maintained their dollar share in the category, it climbed 2 points. They overtook long time rival Tylenol and gained national market leadership in the Cough/Cold/Flu/Sinus category. Benylin sparked national dialogue on behalf of cold-sufferers everywhere.

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