Zicam: Re-entering the marketplace, with a snap

Zicam, a cold and allergies relief product manufacturer, successfully reintroduced its previously famous product by launching a creative content-focused campaign in the US.

Campaign details

Advertiser: ZicamBrand: ZicamAgency: KwittkenCountry: United States

The Situation

In the 2016 cold season, Zicam®, a leading provider of over-the-counter homeopathic cold shortening, allergy relief and allopathic nasal congestion products, was ready to re-introduce a reformulated version of their popular Cold Remedy Nasal Swabs, which were voluntarily recalled in 2009.

While the nasal swab form, previously in-market, had many fans, it had been years since it was on store shelves, and using this product form was not necessarily intuitive. Therefore, showcasing the novel form while delivering a strong, clear cold shortening message...

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