Cannes Lions

OTRIVIN NASAL DECONGESTIVE

SAATCHI & SAATCHI, Geneva / NOVARTIS / 2009

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Overview

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Credits

Overview

Description

Communicate to all the Novartis marketing and sales forces the essence of the Otrivin brand: the pleasure of breathing. Otrivin is global leader in nasal decongestant. It is sold in over 50 countries (South America, United States, Africa, Middle East, Asia and Europe).

Execution

The Smiley is a universal symbol of communication that immediately conveys happiness, pleasure and well-being. In order to build a link with the Otrivin brand, we decided to shift the eyes and put them in a different place and angle to suggest they are nostrils. Thus we communicate in a pure graphical way the Pleasure of Breathing.

Outcome

The initiative has just started but during 3 key meetings with marketing people of the Cough and Cold category held at Novartis OTC headquarters in Switzerland (European Marketing meeting, C&C meeting and Global Initiative Planning Session), the presentation of this new logo (with distribution of pin's and T-shirts) was a tremendous success. Nearly 250 people have been exposed to it but the goal is to extend the presentation to nearly 2'000 people working on the brand until the end of the year.

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