Welcome Delsym!

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Meet the Team

Ariel Weiss, Art Director

Kimberly Sportack, Account Services

Michael McDonough, Project Management

Anna Seneta, Account Services

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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

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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

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RobitussinKey Marketing Terms:

- “#1 Pharmacist recommended brand”- “Coughequences”- “Non-drowsy”- “Control”

Current Campaign: - “Coughequences” - Mostly TV ads not as much print

advertising

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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

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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”

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Mucinex - Mr. Mucus Campaign Evolution

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MucinexFacts 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.

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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”

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Vicks NyquilCurrent 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”

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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

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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

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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

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Delsym SWOT Analysis

Magazine Print Advertisement

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Banner Ad

Delsym Website Extras

Delsym Website Extras

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Digital Advertisement

Patient Brochure

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Packaging

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Packaging

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Executive SummaryDelsym® 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