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From Sudocrem to Super-crem

Case Study • APG (UK), Entrant, 2021

Sudocrem, an Allergan pharmaceuticals company, launched a campaign in the UK to protect the future of the brand by maintaining sales, average value market share and penetration.

Viagra Connect: Finding light in modern masculinity to help men in their darkest moments

Case Study • APG (UK), Entrant, 2021

Viagra Connect, a treatment for erectile dysfunction, launched a campaign in the UK to encourage men to not be ashamed of their erection problems but to treat them.

Voltaren - More than Movement

Case Study • APG (UK), Entrant, 2021

Voltaren, a pain relief brand, launched a global campaign to increase market growth and open the brand up to a wider audience across all markets.

Delicare ms: Groin Warrior M'ZOON

Case Study • YouTube Works for Brands, Japan, Small budget big results, 2021

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, in Japan.

What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.

Anusol: How bold use of insight unlocked record growth and social good

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Anusol, a brand of medication used to treat haemorrhoids, reduced the stigma surrounding the condition with its fun, cheeky campaign in the UK.

Voltaren: Paula vs. Paula

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the midst of a global pandemic, Voltaren, a brand of anti-inflammatory products, collaborated with Paula Abdul to raise awareness of the Voltaren arthritis pain gel and drive sales in the US.

Brand in action: How BuffX turned candy into its X factor

Opinion • WARC, August 2021

BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.

SOLAL: Stay Well with SOLAL

Case Study • SABRE Awards, Africa, 2021

SOLAL, a holistic wellness supplement brand, sparked an important conversation about mental health among South Africans during the coronavirus pandemic by launching workshops, a content series and de-stress press packages for key influencers.

Rennie: Flirt for Food

Case Study • SABRE Awards, EMEA, Gold, 2021

Rennie, a heartburn remedy, increased sales in the UK and Ireland by creating branded profiles on Tinder to encourage people to fall back in love with their favourite food.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Mucinex: DTC launch event

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

MUCINEX, the medication brand, hosted a social commerce event to draw attention to its new direct-to-customer selling opportunities in the US.

Voltaren: Powering the joy of movement

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Voltaren, the GSK pharmaceutical brand in the USA, provided osteoarthritis sufferers with an effective alternative to prescription pills.

Berocca: Get supercharged at 2pm

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Berocca, producer of energy boosting tablets, unlocked consumer insight into energy deficiency in Vietnam.

Mucinex: #BeatTheZombieFunk

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Mucinex, an American cold and flu brand, leveraged a zombie-themed TikTok campaign that increased night-time sales, impression metrics, and consumer engagement.

Kagocel: #NoCompromises

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Kagocel, an antiviral drug brand, used fashion to connect with young people in Russia.

TUMS: Everyone is welcome at our table

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Tums, an American antacid brand, experienced overall buyer intent among consumers after creating an advertising campaign that celebrated the importance of family and diversity.

GSK’s Tamara Rogers: ‘Experience is everything, irrespective of brand or product’

Opinion • Anna Hamill, June 2021

Consumer healthcare brands have seen demand boom during the COVID-19 pandemic. GSK Consumer Healthcare’s Global Chief Marketing Officer, Tamara Rogers, shared with WARC’s Anna Hamill how the brand is embracing an uptick in e-commerce shopping.

Bayer’s Patricia Corsi on healthcare marketing: ‘It's so important to focus on simple ideas’

Opinion • Anna Hamill, June 2021

Patricia Corsi, Global Chief Marketing and Digital Officer at Bayer Consumer Health and a juror in the Health and Wellness category at Cannes Lions 2021, spoke to WARC’s Anna Hamill about creativity in healthcare marketing, judging highlights, and how healthcare will evolve post-pandemic.

Safeguarding information quality is key to building trust in the healthcare sector

Article • Carolyn Paul, WARC Exclusive, June 2021

In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.

Centrum: GSK Centrum GNE

Case Study • MMA Smarties, Gold, MENA, 2020

Centrum, a brand of multivitamins produced by GSK, reached consumers with a gamified mobile campaign in the UAE.

ACUVUE: Optical retailers’ digital business transformation

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

During the Covid-19 pandemic in Russia, Acuvue, a company that produces contact lenses, had to set up an e-commerce platform to ensure that Russian consumers continued to access eye products.

Sudocrem: From Sudocrem to Super-crem

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

How Sanofi took control of its global digital operation

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021

Sanofi Consumer Healthcare in-housed its global digital operation to find efficiencies and prepare for a more privacy-conscious world.

Understanding the cannabis opportunity for CPG manufacturers

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Marketers in the consumer packaged goods (CPG) sector could have a major opportunity if they find ways to tap the long-term growth potential of the cannabis sector.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.
Digital strategy in healthcare marketing: Admap summary deck

Article • Admap Magazine, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.