Benadryl One: Allergic Alice – channeling hate to educate
Pam Pacete-Garcia and Sam Zetha
Campaign details
Brand Owner: Johnson & Johnson PhilippinesLead agency: JWT PhilippinesBrand: Benadryl OneCountry: PhilippinesIndustry: Non-prescription, OTC productsMedia: Content marketing; Earned media, buzz; Online video; Word of mouth, advocacy Budget: Up to 500k
Market background and cultural context
In the Philippines, the over-the-counter allergy drug market is currently worth Php2 billion. Yet, the category still has a huge potential for growth with 8 out of 10 sufferers are still undiagnosed and unaware of their...