Publicis has developed a high profile TV campaign for Procter & Gamble’s ‘Vicks’, which aims to reposition the much-loved brand as one with a modern, holistic approach to health.
Five individual executions have been created for Vicks Cough Syrup, Vicks Cold & Flu Care, Vicks Sinex Soother, Vicks First Defence Nasal Spray and Vicks Vaporub. Each falling under the umbrella positioning and supporting the Vicks brand.
Publicis’ new work establishes Vicks as a brand that cares about the whole person, focusing on solutions rather than problems.
This positioning challenges the creative conventions within the category, with a polar opposite approach to its biggest competitors.
While others focus on illness, using scientific jargon to communicate their effectiveness, the Vicks campaign centres on wellness and expresses the human benefits of the brand, with a balance of medical reference and messages of comfort and care.
Not only is this the first time that a healthcare brand has communicated with its audience in this way, but Vicks is also debuting the idea of being a one-stop-shop for all your health needs - whether you’re ill and trying to get well or well and trying to stay that way.
The new ads will run on all major television stations across Western Europe, helping to establish Vicks as the first healthcare super brand. The campaign is being supported with outdoor and Point of Sale work, also created by Publicis.
European Marketing Director, P&G, Christoph Staeuble, said, “We believe the campaign will redefine how the Healthcare category is approached creatively. It highlights that ‘Vicks’ understands people.
“We know that there is huge demand for a brand that can offer the whole range of care right through from feeling good to feeling ill and back again. It is important that we think about our health all the time, not just when we start to feel under the weather.”
He added, “Vicks will take on this role by being the first brand to consider the well-being of the whole person.”
Brand Director, Publicis, Richard Robinson, said, “These ads are breaking new ground by showing Vicks as the first brand that truly understands the person behind the symptom and that illness is not just physical but also emotional.
“This new approach to the real comfort of the consumer, with emphasis on a more holistic form of treatment, is the first of its kind and will shake up the consumers approach to the category."