Take a Benylin Day

JWT Toronto launched the 'Take a Benylin Day' campaign in order to give Benylin's consumers - cold sufferers - permission to take time to get better.

Take a Benylin Day

JWT Toronto


In 2007, Benylin needed to increase the brand market share and drive top of mind brand awareness and purchase consideration. To do this, we needed to identify a unique insight that would result in truly breakthrough creative.

What we found was that if you had a cold, you’d drag your sick body out of bed, get yourself to work, and muddle through your day. Sadly, there was an expectation from cold sufferers (and the people around them) that everyone needs to be a trooper. What cold sufferers really wanted, though, was to...

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