Cold Medecine Brands Tricycles for Rainy Season

In Chile, Keeping People Dry Ties Into Protection Message

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Brand: Cotibin
Brand owner: AndrĂ³maco Pharmaceutical
Category: Pharmaceuticals/Healthcare
Date: June-August 2004
Country: Chile
Media Agency: Mediaedge:cia
Other Agency: N/A
Media Owner: N/A


The gray area between a media buy and a PR stunt is getting grayer by the day, and this campaign from Mediaedge:cia shows just how far media agencies are getting into the territory that would once have been firmly in the PR mix. The entry, Cotibin's second in Cream's directory, also shows that when the chemistry is right, a brand and an agency can hit creative heights again and again.

For Cotibin's Antigripal anti-cold remedy, Mediaedge:cia created "Cotibin tricycles" to help consumers stranded by rain and flooding during Chile's rainy season. The implicit message is very clear: As well as helping protect consumers from sickness with its products, the Cotibin brand can also prevent people from getting wet. It's marketing that shows the company's caring side.

The tricycles were unveiled in June and have been utilized throughout the rainy season, which causes floods that typically attract reporters. To ensure that the heavily branded tricycles and their branded cyclists would appear in the press, Mediaedge:cia identified areas where reporters would most likely be located. The tricycles have appeared on the streets around Santiago four times and have appeared on national TV stations and in the print media. The tricycles are part of a wider campaign running from May through August that also includes TV and radio spots.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. www.csquared.cc

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