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Robitussin
The End of Coughequences

RAN IN: United States

CLIENT
Pfizer Consumer Healthcare

Brian Groves, US Chief Marketing Officer
Tawana Burnett, Sr. Marketing Director & Franchise Lead

AGENCY
Grey New York *Lead Agency

Andy Ball, EVP Acct. Director
Rosemary Chakko-Kallickal, Acct. Supervisor
Athena Grammas, Acct. Executive
Simone Pratt, Sr. Planner
Geoff Fellows, Sr. Digital Strategist
Michael Collins, Group Creative Director
Fred Sanicola, Group Creative Director
Pamela Judkowitz, Producer


Assembly


SUMMARY

Robitussin sales were declining as the competition directed the focus towards multi-symptom relief and away from cough relief alone. To support the launch of two new products, Robitussin drew attention to the unfortunate consequences of coughing at the wrong time or place and gave it a name: Coughequences. As a result the spotlight was firmly back on coughs: Robitussins sales for its two new products exceeded expectations by 73% and the portfolio grew by 65% while category sales declined by 5% and cough incidence dropped by 12%.

CASE VIDEO


Hero Medium: Interactive/Online

Audience: Consumers who were most likely to be receptive to the Robitussin brand

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English