Campaign details
Brand: VoltarenBrand owner: GlaxoSmithKlineEntrant company: Arc Worldwide, ChicagoMedia: Publicis Media, New York PR: Edelman, New YorkMarket: United StatesSector: Non-prescription, OTC productsMedia channels: Online display, Online video, Point-of-purchase, in-store, Programmtic display, Radio & audio, Search marketing, Social media, TelevisionBudget: 10 - 20 million
Executive summary
People with osteoarthritis live with pain nearly every day. For GSK, the challenge was that most shoppers regarded prescription pills as legitimate solutions to their pain, while retailers considered the osteoarthritis category too niche for growth. We...