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Our 'No Drama' campaign for Hedrin scooped Best Big Budget OTC Marketing Campaign at the OTC Marketing Awards in London.
Hedrin is the UK's leading head lice brand, but with new product launches, increased marketing spend and powerful on-pack claims from rival brands, Hedrin needed a strong, creative campaign to cut through the competition.
'No Drama' normalised the problem of head lice, connecting with parents on a functional and emotional level. A memorable TV commercial drove the message home, bringing the curtain down on the drama of head lice.
We targeted anxious, first time mums, and 'old hand' mums during the busy back-to-school period. The campaign ran a combination of TV, digital, OOH, social and PR activity, in collaboration with Pegasus, ensuring visibility at all touchpoints of the customer journey.
'No Drama' successfully achieved its commercial goal, growing market share to 34%, and secured Hedrin's place as top-of-mind and leading brand for customer awareness.
Our CEO Kate Cox said: “This is a great win and another proud moment in our relationship with Thornton & Ross that spans more than two decades. Hats off to an inspirational Client, to a team that created an original, effective campaign and to a wonderful partnership”.
Claire Horne, Hedrin Brand Manager at Thornton & Ross, said: "We're delighted to win Best Big Budget OTC Marketing Campaign, it wouldn't be possible without the creativity and specialist skills of the Bray Leino team."