Bayer Consumer Care

Tracy Nunziata - Mktg. Director
Christine White - Mktg. Research
Donna Williams - Sr. Brand Manager
Jennifer Wisdom - Assoc. Brand Manager

Energy BBDO *Lead Agency

Marilyn Sorita - SVP, Group Acct. Director
Adam Callow - Acct. Director
Francis Coyne - Planning Director
Justin Frosolone - VP, Creative Director
Lyssa Peloquin - Acct. Supervisor

Gold N Fish

Xi Chicago

Trish VonRein - Acct. Director

MediaCom

Reprise Media

Just because you're outnumbered and outspent, it doesn't mean you can't compete with the big kids. Alka-Seltzer Plus needed to find a way to breakthrough the clutter and get people to think of their brand in a whole new way. It did it by revealing and cleverly disseminating the "Cold Truth" about cold medicines: that not all are created equal. In doing so, it successfully surpassed its largest competitor in HHP, share and perceptions of efficacy.