Pfizer Consumer Healthcare

Bindu Shah, Senior Brand Manager
Albert Shiue, Associate Brand Manager

Grey New York *Lead Agency

Laura Hastings, Partner
Howard Roberts, Executive Strategy Director
Linda Mummiani, Executive Creative Director
Caitlin Ewing, Executive Creative Director
Roger Fish, Creative Director
Noorin Bhanji, Senior Strategist
Kate Blackadder, SVP, Account Director

Tribal Worldwide

Meera Deepak, Account Director

Coyne PR

Robitussin cough syrup has been a household name for generations, but had become overlooked as more people turned to multi-symptom relief instead. We were routinely outspent by the multi-symptom giants and largely known for cough, a symptom that often goes untreated. We needed to make ourselves AND cough relevant in a world where people prefer to treat many symptoms over one.  We knew that coughs are much worse and more serious than people think, so we sought to make people realize that a cough isn’t “just a cough” -- it’s sickness!