CLIENT
Johnson & Johnson Inc.
Suzy Deprizio , Head of Marketing
Ishita Saha , Market Unit Director Pain Care and CCFS
Andrew Crowson, Sr. Brand Manager
Maddy Hughes, Associate Brand Manager
AGENCY
Amin Todai, President, CCO
Steve Miller , SVP, Creative Director
Kristina Kosa, Social Strategist
Patrice Pollack, Associate Creative Director
Annie Rowe, Director of Strategy
kate Roberts, Project Manager
Rebecca Milner , Social Manager
Danica Enns , Art Director
MItch Robertson, Copywriter
Mark Hewitt, Business Lead
J3 Canada
SUMMARY
When it comes to healthcare, efficacy reigns supreme. It’s highly challenging to generate sales without a competitive claim or a functional advantage. Motrin’s key competitor focused on the strength to enable users, but this didn’t reflect any semblance of women’s real experience dealing with menstrual pain. “Tina’s Uterus” generated an incredible +16% baseline sales in a declining category by taking a bold, authentic approach to depicting menstrual pain. We emotionally connected with young women by proving Motrin truly understood their pain and could effectively help manage it.
