GSK Abreva: How to Get Rid of a Cold Sore

Abreva, a cold sore medicine, proved the value of a holistic content and search strategy as it was able to grow dollar sales 2.2 times faster than its competition.

Campaign details

Brand: GSK AbrevaLead Agency: PHD

Strategy

Objective

Abreva wanted to become the most trusted brand for sufferers and a leader in education and understanding about what it is to be victim of a cold sore.

Target Audience

Up to 67% of people are affected with the HSV-1 virus – in layman's terms, a cold sore. And, 1 in 4 experience reoccurring cold sores.

At the first tingle – the sign that a cold sore is about to strike - dread fills the mind of its sufferer, who knows that taking treatment right away is the...

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