Vicks: Touch of Care

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Advertiser: Procter & Gamble (P&G)Brand: VicksAgency: Publicis SingaporeCountry: India

Objectives

An iconic brand and household name

Vicks is a true success story in India. After entering the market over 50 years ago as a little jar of Vaporub,...