Effie Award Winner: Vicks Cold, Cough, Flu 2017-2018

Lead Agency: Saatchi & Saatchi

2019 Shopper Marketing Effie Award: Seasonal/Event (Bronze)

Vicks needed a Walmart-specific campaign to keep the brand top of mind during stock-up season and make Walmart a mom’s go-to destination during the peak cough, cold and flu season. The national campaign spoke to anyone who can’t take sick days. To align to Walmart’s core shopper, Vicks created a customized program. Vicks sales at Walmart increased 18% in peak cough, cold and flu season versus a year earlier.

Members of the Path to Purchase Institute have access to a library of more than 100 case studies of Shopper Marketing Effie award-winning campaigns dating back to 2011.