BENADRYL: Wet cough mobile gamification campaign

Over-the-counter brand Benadryl relaunched its Wet Cough product in Indonesia with a mobile gamification campaign to connect with millennials.

Campaign details

Brand: Johnson & Johnson / BENADRYLLead agency: Gameloft Advertising Solutions IndonesiaCountry: Indonesia

Strategy

Objective

Being absent for 5 years from the market, BENADRYL® is coming back in Indonesia relaunching its most emblematic product BENADRYL® Wet Cough to reinforce the OTC presence.

The brand still strong with its heritage in the country wants to ensure a successful comeback by finding new innovative approaches to communicate efficiently getting the support from channels differentiating BENADRYL® from the average Cough Brands and leveraging on the new possibilities offered by the mobile and its "power of touch".

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