Advertiser: Pfizer Consumer Health
Lead agency: Grey New York
Effie awards category context
Robitussin cough syrup has been a household name for generations, but had become overlooked as multi-symptom cold remedies became the dominant force in the OTC cold remedy category.
Our turnaround came through educating people that coughs need to be treated seriously. Among consumers there was an "it's just a cough" mentality – a true underestimation of cough's danger. So the ugly truth about coughs became Robitussin's platform.
Despite an extremely light flu season (IMS Fan Flu), our challenger approach led to 17 weeks of consecutive growth, and made us the fastest growing brand in the $2 billion cough/cold category.