Voltaren: Powering the joy of movement

Voltaren, the GSK pharmaceutical brand in the USA, provided osteoarthritis sufferers with an effective alternative to prescription pills.

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...

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