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: Vicks Agency: Publicis Singapore Country: 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, Vicks became a beloved brand and trusted staple – in the majority of Indian households – for soothing cough and cold suffering

After a year of behind-the-category growth, Vicks was once again growing faster than the rest of the category – on an average of 16% ahead of category from Apr17-Dec17. Total Vicks share grew +2.5% (in April 2017 vs a year ago).

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