2. 2
Meet the Team
Ariel Weiss, Art
Director
Kimberly Sportack,
Account Services
Michael McDonough,
Project Management
Anna Seneta, Account
Services
3. 3
Brand/Product Introduction
● Delsym®
is an over-the-counter cough medicine brand that offers relief from cough
and other cold symptoms
● Delsym is releasing a new tablet formulation of their 12 hour cough medicine
Core Objectives
● Create a campaign to accompany the launch of the new 12-hour extended release
Delsym®
cough medicine in tablet form
● The campaign will transform Delsym into the leading cough suppressant brand
4. 4
Competitive Analysis
1. Robitussin
○ #1 Cough/ Cold/ Flu Combinations—Liquid
Formulations
2. Mucinex DM
○ Best selling consumer health brand
3. Vicks NyQuil
○ #1 Cough/ Cold/ Flu Combinations—Nighttime
From: US News Health
Top Cough Suppressants
5. 5
Robitussin
Key Marketing Terms:
- “#1 Pharmacist recommended brand”
- “Coughequences”
- “Non-drowsy”
- “Control”
Current Campaign:
- “Coughequences”
- Mostly TV ads not as much print
advertising
6. 6
Robitussin
Facts for Comparison:
- Long-acting capsules last up to 8 hours
- Average price range: $5-$9
- Target Audience: Moms and Dads
Art & Advertising Tactics:
- Primary color: green, secondary colors: blue,yellow, some pink,
red, purple
- Very simple advertising tactics
- Bold font type, writing on packaging is usually black and white
- Commercial ads are in dim colors. They focus on activities (ex:
bedtime) before vs. after
7. 7
Mucinex
Key Marketing Terms:
- Old Campaign:“Mucinex in. Mucus out.”
- New Campaign:“Let’s end this”
- “12 hour/ 24 hour”
- “Non- Drowsy”
- “Fast Acting”
- “Prescription Strength”
9. 9
Mucinex
Facts for Comparison:
- 5 Categories of products: Cough & Congestion, multi-
symptom, sinus, Children’s Mucinex, & Allergy
- Price Range: $7-$26
- Target Audience: Advertising leaves this open to all
ages to attract larger market
Art & Advertising Tactics:
- Primary color:blue, secondary colors:green, yellow,
red,orange
- Advertising tactics seem modern and have evolved
with culture
- Packaging is usually white with one other color which
varies based on the category of the product. Hours of
effectiveness is always advertised on the packaging.
10. 10
Vicks NyQuil
Key Marketing Terms:
- “The nighttime, sniffling, sneezing,
coughing, aching, fever, sore throat,
best sleep with a cold medicine.”
- “For a better looking tomorrow”
- “Powerful 6-symptom cold & flu relief”
- “Multi-symptom relief”
11. 11
Vicks Nyquil
Current Campaign:
- Recent campaign about parents taking care of their
kids while sick
- Use athletes, for example Drew Brees, because of
their sponsorship with the NFL & Olympic Athletes
because of their sponsorship with the Olympics
- “For a better looking tomorrow”
12. 12
Vicks Nyquil
Facts for Comparison:
- Not a wide variety of products-just capsules and liquid
- Price is always around $7
- Target Audience: People with busy lives who need a quick fix,
athletes
Art & Advertising Tactics:
- Primary Colors: blue & green. Secondary colors: white & yellow
- Advertising seems to be very simple and suggests that Nyquil is the
solution without question
- Justification: Overnight relief that cures athletes, just a few
variations to choose from
- Packaging is very simple & straight forward/ always consistent with
brand colors
13. 13
Delsym Campaign: Current
Current Campaign:
- “12- hour cough relief”
- “Lasts up to 2X longer”
- “Turn down the cough, turn up
the relief”
- Current Target: ambiguous
14. 14
Delsym Campaign: New
Key Marketing Terms:
- “Calm the Storm” print slogan, to reference the saying, “coughing up a
storm”
- “#1 pharmacist recommended brand for cough suppressants”
- “On-the-go tablets”
Key Marketing Strategies:
- Cater marketing efforts towards working, on-the go people
- Packaging is convenient to place in small bags or pockets
- Emphasize the tablet’s extended-release feature which suppresses coughs for 12 hours
- Make the product readily accessible- example: available in vending machines
- Maintain the familiar “Delsym blue” for brand recognition but also promote
the yellow color as an additional primary color to brighten the look and feel
and fall in line with our campaign to highlight the calm after the storm
30. 30
Executive Summary
Delsym®
has introduced a new tablet formulation of their 12 hour cough medicine.
Objective: Launch the new tablet formulation and transform Delsym into the leading cough
suppressant brand
○ Deliverables Overview
■ Banner Ad
■ Packaging
■ Magazine Ad
■ Informational Patient Brochure
○ Advertising Strategy
■ Emphasize the convenient pairing of a long lasting medicine with an easy-to-
carry packing unit
■ Enhance Delsym brand name and brand recognition by advertising that
Delsym is the “#1 Pharmacist Recommended Cough Suppressant”
■ Stress the tablet’s ability to suppress the cough over a 12-hour period
through an extended release process
○ Target Audience
■ People on-the-go
