Novartis: Tissue Overload

Otrivin, a nasal spray, successfully differentiated itself from rivals with this campaign, which won bronze at the 2010 Euro Effies.

Novartis: Tissue Overload

The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there's anything new going on.

This is a story of a forgotten category: there has been no innovation offered in the past 10 years for nasal congestion based on the common cold. All nasal sprays do and communicate the same: they unblock your nose so you can breathe better. Many people think that all the nasal sprays are the same; they unblock your nose and that is it.

Novartis...

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