What was the irrefutable consumer insight?
My environment leaves me physically and emotionally vulnerable, and I want to be empowered to be my best self.
Describe the marketing challenge.
In 2012, Pfizer Consumer Healthcare acquired the Emergen-C brand. In two short years, the company aggressively grew the brand driven by the 2013/2014 campaign, The insights work that inspired this campaign was the recipient of two gold Ogilvy awards in 2015, as it solidified Emergen-C's position as the #1 Immune Support brand in the U.S. That was Chapter One in the brand's story. Now the brand was ready for Chapter Two.