| Title | OH NO ZZIP YEAH |
| Brand | OTC PHARMA |
| Product/Service | HEALTHCARE |
| Category |
A02. OTC Applications |
|
Entrant Company
|
SUPER REBEL Breda, THE NETHERLANDS
|
|
Advertising Agency
|
SUPER REBEL Breda, THE NETHERLANDS
|
Credits
| Lodewijk Varossieau |
SuperRebel.com |
Creative Director |
| Roy Schellekens |
SuperRebel.com |
Art Director |
| Arjan Hoekstra |
SuperRebel.com |
Head of Copy/Concept |
| Berry van Nes |
SuperRebel.com |
Strategy Director |
| Juliette van Oorschot |
SuperRebel.com |
Designer |
The Brief
The main objective: make this medication for cold sore (herpes) cool. And make a cold sore kissable again. Zzip is new and has to look fresh, innovative and fun. Nothing like a cold sore treatment looked before. No cliché smiling faces and no hands covering mouths. Be open and clear about the treatment and above all: be happy. The target audience knows that a cold sore always comes back; so don’t be dramatic. The goal: a successful introduction of Zzip in 14 different countries in Europe and the USA with an international packaging design and campaign
Creative Execution
The product was introduced internationally with a logo and packaging design and campaign that is very, very kissable. The creative execution looks refreshingly different and is clear about the medical problem and fast treatment: relief of the pain within 2 days. The brand story is also the fastest ever: Oh no! Zzip. Yeah! The most important medium of the campaign is the package and in-store visibility. The product has to stand out. Every other medium (in-store, TVC, print, online) is directly related and supports the story of Zzip. Don’t be dramatic about your cold sore. Zzip your cold sore away.
Zzip is successfully introduced in 14 countries worldwide. Zzip changed the way people think about a cold sore. It is nothing to be dramatic about. In a category that is conservative in general Zzip made a refreshingly different start. Zzip makes a cold sore kissable again. And that is the biggest result.
The most important part of the introduction of Zzip took place in-store. The packaging was the main medium. Every other medium was based on the same kissable design and the fast relief of the pain. Besides the packaging and in-store communication, the campaign existed of the same TVC, print and online in 14 different countries. We think it's a perfect example of an integrated healthcare campaign. It is innovative and makes smart use of media. Every medium, from the name and logo to the TVC contributes to the goal: make a cold sore kissable again. Make it go away fast.