Campaign details

Brand: GSK
Lead Agency: Wunderman Thompson
Region: North America


The objective of this campaign was to bring a new, younger audience into the cold sore category by demonstrating that not only is Abreva a product that is safe and effective at relieving cold sores, but it's a brand that is relevant to the lifestyle interests and behaviors of a new audience segment ("Early Sufferers").

We would measure success based on two key performance indicators:

  1. Campaign awareness, based on ad recall, via follow-up survey—our goal was to outperform existing benchmarks of 35%
  2. Brand interest (that the person was willing to learn more about Abreva), based on measured lift in search across YouTube and Google—our goal was to double the typical branded volume

Target Audience