concept copy strategy
concept copy strategy
I conceptualized and wrote this TV spot that showed in a fun way the effects of a nasty head cold and how quickly Sinutab’s proven formula goes to work.
Awarded a Bronze Apex award for creative effectiveness, the campaign was a huge success for the brand, resulting in 37% growth from 2014 to 2016 in net trade sales and a noteworthy 25% lift in the first year of the campaign. Year on year the brand saw market share increases across both the Nasal prep and Cold & Flu prep categories as well as steady volume growth. This was no small feat considering the highly competitive category we were in.