Abreva / Zovirax

Be Kinder

Getting emotional about cold sores.

Agency: Flipside

THE CHALLENGE:

How to defend a price premium against an influx of own-label copy-cats?

THE INSIGHT:

Despite a more inclusive and less inhibited culture, people still feel defined by their cold sores.

THE STRATEGY:

Move from rational to emotional, showing how Abreva’s strength can help cold sore sufferers live without inhibitions.

THE RESPONSE:

Scored above all benchmarks in pre-ad testing.