Effie Award Winner: Vicks Cold, Cough, Flu 2017-2018
Manufacturer: Procter & Gamble
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.
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