From the launch of Allegra “Before and After” to the current Gelcap “How Fast” campaign, print has been an important support for the TV. The visuals and branding elements connect seamlessly with the TV, giving an impactful presence in major publications.
Alzheimer’s is a disease with no cure. The role of this print campaign was to go beyond a product message to create awareness of some helpful resources: The Aricept website and The Caregiver Guide.
A vaccination to prevent Cervical Cancer seems like something that could easily sell itself. But that’s not really the case. The need to vaccinate early, ideally before a girl is sexually active, stirs the emotions of a parent. Add in varying moral standards and you have a complicated audience.
The fact though, that an innocent looking boy could be the culprit, to me should be the wake-up call to any mother harboring doubts. This campaign puts that fact out there in an arresting way. Unfortunately, its stopping power was never given the chance to do its job.
People with acne scars want one thing. Clear, smooth skin. And it seems like every skin care product from moisturizers to acne creams feature the same thing, clear, smooth skin. To reach this specific market, the visual needed to be unique, yet descriptive.
Launching a new product is always tough. Launching a pain medication has to be one of the toughest. In testing, the “I AM “ campaign resonated well with consumers and also had a memorable tie in to the product name. Although the consumer print campaign was developed first, the plan was to launch via brochures in the doctors office. But that day would never come. Although consumers felt the need for the drug, the FDA did not – so after much money was spent, the product launch was ended before it could even start.
Ragweed and Pollen were key branding elements for prescription Allegra. Their character and relentless pursuit of allergy sufferers was captured in this print campaign.
Most people just assume that their sneezing and sniffling is caused by allergies. So they treat it with an ordinary allergy medicine. And it doesn’t always work.
The challenge was to educate the sufferer that there are two causes – allergens and irritants. One medicine works on both. Two birds – one stone. Astelin.
For African-American women, dry ashy-looking skin was an accepted part of life. Ordinary moisturizers just didn’t seem to work. But Vaseline Intensive Care Advanced Healing Lotion with a special therapeutic ingredient was different. This campaign features Roshumba, an extraordinary woman who just happens to be a top model and TV celebrity.
A piston. A crankshaft. A gas cap. To a gearhead these are works of art.
And what’s the best way to protect them? With the premier oil, Mobil 1.