Brand Owner: Wyeth Consumer Healthcare
Category: Pharmaceuticals/Health Care
Date: October 2005
Media Agency: Mediaedge:cia
Other Agencies: Corus, Inventa
Media Channels: Events
Dimetapp started its flirtation with Halloween a couple of years ago with a newspaper wrap, advice on Halloween safety, TV activity and a microsite with seasonal recipes and party-planning tips. But in 2005 it did something bigger and better.
For this campaign the brand created an event, a brand experience that made Dimetapp fun, not an easy task when you're talking about cough medicine. he idea was to allow Dimetapp to sidestep the big-budget period of December and January, when it could not compete, and get established earlier at the start of the flu season when moms were stocking up their medicine cabinets.
The idea that persuaded them to do this was the Halloween Fun Town, complete with face painting, decorated trick-or-treat bags, safety quizzes and branded photo frames.
Halloween Fun Town also matched with Dimetapps' overall creative execution, which focused on the mischief that children get into when they are healthy, rather than on any illnesses.
The event ran in six malls across the country and was promoted through partnerships with the Women's Network and YTV to hit both kids and their moms. In addition there was activity on TV station websites and signs in the malls themselves.
The solution enabled the brand to dominate its category early in the cough-and-cold season and the Dimetapp Halloween bags were widely used on the night itself.
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