Voltaren: Paula vs. Paula

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.

Campaign details

Brand: VoltarenAgency: Weber ShandwickCountry: United States

Why is this work relevant for Creative Strategy?

Paula Abdul was a top female artist of the 80s and 90s. Thanks to her continued presence on shows like American Idol, her 2019 Billboard Music Awards comeback and her sold-out Las Vegas residency, she's remained top of mind to our 35+ female target. Paula is also a sufferer of arthritis. By partnering with Paula, Voltaren was able to emotionally resonate with the over 50 million U.S. arthritis sufferers through Paula's iconic music and dance moves, as well as...

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