“Take a Benylin Day” is a very simple idea that leverages the overriding understanding by consumers that a cold remedy can only provide temporary relief of cold symptoms - and that rest and time were the only real cure for the common cold. Benylin no longer professes knowledge of cold symptoms or promise efficacy. Instead, it demonstrates 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.

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.