Vicks – People not symptoms

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative.

Vicks – People not symptoms

Client: Procter & GambleBrand: VicksCampaign: People not SymptomsCategory: Pharmaceutical & Healthcare


In early 2007, Vicks had little presence in the big, growing respiratory category (cough, cold & flu) and a dwindling presence in decongestants. It was an old, beloved brand suffering from terminally declining relevance and sales whilst employing different communication ideas for each product initiative.

Resurrecting this brand would require the simultaneous launch of new products to fill gaps in the Vicks portfolio where they would face strong market leaders. The new products had to achieve...

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