Category sponsored by Evoke
Sanofi and Terri & Sandy
Kick Pain in the Aspercreme
Aspercreme had serious problems. Due to a backlash against the overuse of painkillers, consumer interest in topicals was at an all-time high. Big pharma has taken notice, launching new blockbuster products and injecting established brands with increased marketing budgets. And global arthritis giant Voltaren switching from Rx to OTC was particularly threatening.
By comparison, Aspercreme was a weak 98 pounds, ranking fifth in the category. It was considered less effective than any of its main competitors, with an “effective against strong/intense pain” index 10 points lower than its nearest competitor. And that was 50 points less than category winner Voltaren.
Worse still, consumers viewed Aspercreme as “dated, cheap, and smelly.” It was a brand for “old people”. Ouch.
Aspercreme decided to go to Hollywood, to focus on the largest group of people with chronic pain, between 55 and 65 years old. While muscle, joint and nerve pain have become part of their daily lives, they don’t see themselves as docile, elderly pain “managers”, content to push lawnmowers. They are pain fighters. That’s why they do everything in their power to beat the pain.
The ads use action-fight scenes with middle-aged street fighters to demonstrate how Aspercreme can help them no matter where they choose to scold.
The result is a campaign with a cheeky call to action, the boldness of a reborn brand and the unyielding mindset of its target. He not only hit his year-over-year sales targets, he also tripled them, taking the brand from No. 5 in the category to No. 3.
Avrio Health and FCB Health New York
Poop should never be painful
Who ever thought a catchy jingle would include the phrase “For a number 2, it’s easier to do”? This ukulele-based treat targets the 31% of Americans who suffer from constipation. And using eerily accurate imagery, these ads explain why Colace is so different from its competitors. Year-over-year sales increased 56% in the first month.