Over-the-counter (OTC) brands have successfully used creative and impactful CPG digital marketing campaigns to build their reputations, engage with consumers, and drive sales.
Here are 15 notable PR campaigns from OTC brands that have made significant impacts:
1. Tylenol’s “Tylenol Murders” Crisis Management (1982)
- Background: After a series of fatal poisonings linked to Tylenol, Johnson & Johnson executed a successful crisis management campaign, including a nationwide recall and reformulated packaging.
- Impact: The campaign restored consumer trust and set a standard for crisis management in the pharmaceutical industry.
2. Benadryl’s “Dr. Ben’s Sleep School” (2018)
- Background: Benadryl created a series of engaging and educational online content featuring “Dr. Ben,” a fictional sleep expert, to promote its sleep aids.
- Impact: The campaign effectively educated consumers about sleep health while promoting Benadryl’s product line.
3. Claritin’s “Live Claritin Clear” Campaign (2019)
- Background: Claritin launched a campaign featuring real people with allergies sharing their experiences and how Claritin helps them live without limitations.
- Impact: The campaign personalized the brand and connected emotionally with consumers through real-life stories.
4. Pepto-Bismol’s “Pepto Bismol Saves the Day” (2020)
- Background: Pepto-Bismol used humor and social media to highlight how its product could save the day from digestive issues.
- Impact: The campaign increased brand visibility and engagement through its relatable and entertaining content.
5. Excedrin’s “The Stress Test” (2018)
- Background: Excedrin launched an interactive digital campaign that used stress-testing scenarios to highlight the effectiveness of its pain relief products.
- Impact: The campaign engaged users with a unique, interactive experience and reinforced the product’s effectiveness.
6. Aleve’s “Aleve It, Live It” (2021)
- Background: Aleve’s campaign featured influencers and athletes demonstrating how Aleve helps them stay active and pain-free.
- Impact: The use of real-life testimonials and high-profile endorsements boosted the brand’s credibility and appeal.
7. Zyrtec’s “The Allergy Face” Campaign (2016)
- Background: Zyrtec used a humorous approach to show the exaggerated effects of allergies on people’s facial expressions, promoting the product as a solution.
- Impact: The campaign’s humor and relatability helped it stand out and engage with consumers.
8. Mucinex’s “The Mucinex Monster” (2014)
- Background: Mucinex created a memorable character, the “Mucinex Monster,” to personify mucus and emphasize the effectiveness of their product in combating it.
- Impact: The campaign’s creative approach helped increase brand recognition and consumer recall.
9. Neosporin’s “Wound Care” Initiative (2017)
- Background: Neosporin launched a comprehensive educational campaign about proper wound care, including online resources and partnerships with healthcare professionals.
- Impact: The campaign improved consumer knowledge about wound care while promoting Neosporin’s products.
10. DayQuil/NyQuil’s “Vicks VapoRub Cold and Flu Relief” (2019)
- Background: Vicks created an interactive online experience where users could simulate the effects of a cold and flu, demonstrating how Vicks products provide relief.
- Impact: The engaging experience helped illustrate the product’s benefits and drove consumer interest.
11. Tums’ “Tums Tummy Tour” (2015)
- Background: Tums launched a nationwide tour with interactive events and giveaways, promoting digestive health and the Tums brand.
- Impact: The campaign generated buzz and increased brand visibility through direct consumer engagement.
12. Rolaids’ “Rolaids Relief” Campaign (2018)
- Background: Rolaids used a combination of social media and influencer partnerships to showcase real-life experiences of relief from heartburn and indigestion.
- Impact: The campaign increased brand awareness and consumer trust through authentic testimonials.
13. Gaviscon’s “Relief Redefined” (2020)
- Background: Gaviscon used a multi-platform approach, including digital ads and content partnerships, to redefine how consumers think about heartburn relief.
- Impact: The campaign effectively repositioned the brand and highlighted its unique benefits.
14. Sunscreen Brand Neutrogena’s “#SeeTheGlow” (2019)
- Background: Neutrogena’s campaign promoted its sunscreen products through a social media initiative that encouraged users to share their sun-safe practices and skin protection routines.
- Impact: The hashtag campaign generated significant social media engagement and increased brand visibility.
15. Lactaid’s “Lactose-Free Living” (2021)
- Background: Lactaid launched a campaign focusing on the lifestyle benefits of lactose-free products, featuring recipes, customer stories, and expert endorsements.
- Impact: The campaign helped position Lactaid as a lifestyle choice rather than just a product, enhancing consumer appeal and loyalty.
These campaigns highlight the diverse strategies OTC brands use to connect with consumers, ranging from crisis management and educational content to interactive experiences and influencer partnerships.