The Idea | The idea focused on the biggest burden that someone has to deal with when managing an overactive bladder. So, we created a campaign that addressed the single insight ‘that you shouldn’t have to deal with it’ and the worries of an overactive bladder and that Detrol will help you manage it.
Activation | Created a strategically placed outdoor media campaign that disrupted consumers at the point of usage (restrooms) which drove them to the website to receive more information and offers. The campaign reinforced the brand idea through iconic images and the key communication and brand benefit ‘that you shouldn’t have to deal with it’.
Channel | In-store, out of home, website, print,
on-pack and viral.