Benadryl - How the soft sell sold harder

At the launch, allergy remedy brand Benadryl had the product advantage of being faster-acting than its competitors.
Agency: Bates UKAuthor: Catriona Tate

BRONZE AWARD

How The Soft Sell Sold Harder

Pfizer Consumer Healthcare (Benedryl)

Background

How does advertising work? Privately and publicly the debate continues around this critical question. There are several...