WASHINGTON, D.C. — The Consumer Healthcare Products Association’s (CHPA) Health In Hand Foundation announced the finalists for the 2025 U.S. Self-Care Marketing Awards today. Winners will be announced at the 10th Annual Health In Hand Foundation Gala on Nov. 12 at The Bellevue Hotel in Philadelphia. Specific awards will recognize the strategic innovation and marketing expertise of CHPA member companies in the over-the-counter (OTC) medicine, OTC medical device, and dietary supplement sectors.
"We are thrilled to congratulate this year’s finalists for the U.S. Self-Care Marketing Awards," said Mary Leonard, Executive Director, Health In Hand Foundation. "Each of these campaigns showcases the innovation, creativity, and strategic expertise that are driving the future of consumer healthcare. I would also like to extend a special thank you to our esteemed judging panel for lending their time and expertise to score this year’s submissions. We look forward to celebrating our finalists and winners at our 10th Annual Health In Hand Foundation Gala this November in Philadelphia."
This year’s competition had the highest participation rate since its inception in 2019, with a 32% increase in submissions over 2024. Additionally, two new categories join this year’s lineup: “Best Omni-Channel Shopper Solution,” recognizing retailer-manufacturer collaborative campaigns that demonstrate simple, seamless, effective shopper experiences across the path to purchase, and “Best Public Health Campaign,” honoring companies that have demonstrated a profound commitment to protecting and promoting public health through innovative programs, partnerships, and initiatives.
The 2025 expert judging panel includes: Steve Neumann, Principal and Owner, Cardinal Points Consulting; Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University; Shunyuan Zhang, Assistant Professor, Harvard Business School; Carrie Chomiak, General Manager, Gnosis by Lesaffre – Americas; Courtney Gray Haupt, Global COO & US Chair, Health, Edelman; Julie Hamilton, Former Chief Commercial & Global Sales Officer (CCO), Diageo; Michelle Roehm, Kenneth W. Freeman Professor & Dean of the College of Management, Bucknell University; Kathryn Hennessy, Vice President, Healthcare Marketing, Reingold; and Gayatri Bhalla, SVP/MD Digital Strategy, GMMB.
The 2025 U.S. Self-Care Marketing Award finalists are as follows:
NEW! Best Omni-Channel Shopper Solution
- Kenvue
- Campaign: Driving Rapid Relief at Retail: How TYLENOL® and Walmart Reimagined the Pain Category
- Supported by: Advantage Unified Commerce, OneVue - Universal McCann
- Bayer Consumer Health
- Campaign: Feels Good to Save Shopper Portfolio Event
- Supported by: Advantage Unified Commerce, Linqia Influencer Marketing, InMarket
- Haleon:
- Campaign: Haleon GLP-1 Support
- Supported by: Publicis, Collectively, VML, Epsilon, Dentsu
Best Digital Campaign on a Brand Budget of Less than $5M
- Blistex, Inc.
- Product: Tucks®
- Campaign: Tucks® Firsts
- Supported by: Deodato, Brunner
- Bridges Consumer Healthcare
- Product: ThermaCare® Menstrual Pain Therapy HeatWraps
- Campaign: ThermaCare® Menstrual Digital Campaign
- Supported by: Curiosity
- The Mentholatum Company
- Product: Rhoto® Cooling Eye Drops, Dual Light Relief Hydrating Eye Drops
- Campaign: Fear No Light
- Supported by: The BAM Connection, LLC
Best Digital Campaign on a Brand Budget of More than $5M
- Opella
- Product: Unisom® SleepTabs®
- Campaign: Don’t Sleep on Saquon
- Supported by: The Martin Agency, Lippe Taylor, Havas Media, CAA Sports, Saquon Barkley
- Cheers Health, Inc.
- Product: Cheers®
- Campaign: Alcohol Edutainment
- Haleon
- Product: Flonase®
- Campaign: Flonase® x Bridgerton: ‘Talk of the Ton’
- Supported by: Publicis, Edelman
Best Product Launch Campaign on a Brand Budget of Less than $5M
- Cadence OTC
- Product: Morning After Pill®
- Campaign: Morning After Pill® Convenience Store Launch Campaign
- Supported by: Consult Marin
- RhinoSystems, Inc.
- Product: Naväge® Baby
- Campaign: Naväge® Nasal Care Launch
- LifeStyles Healthcare
- Product: SKYN® Supreme Feel
- Campaign: SKYN® Supreme Feel Launch
- Supported by: Dragons Group, ABMC, Accenture, Purity
Best Product Launch Campaign on a Brand Budget of More than $5M
- Reckitt
- Product: Mucinex® Mighty Chews
- Campaign: Mighty Clever
- Supported by: McCann NY, Legend, Zenith, Barrows, Energy Studios, Shutterstock Studios, Little Giant
- Perrigo
- Product: Opill®
- Campaign: Introducing Opill®, America’s First Over-the-Counter Daily Birth Control Pill
- Supported by: Havas Red, Collectively, Publicis Unlimited, Mouse Agency
- Kenvue
- Product: BAND-AID® Brand
- Campaign: BAND-AID® Brand Collection with the Metropolitan Museum of Art
- Supported by: HUNTER
Best Overall Multicultural and Inclusive Campaign
- Kenvue
- Product: LISTERINE®
- Campaign: “The Whoa Collection”
- Supported by: HUNTER
- Combe, Inc.
- Product: Astroglide®
- Campaign: The Best Lube in the Universe for the Best Sex on Earth
- Supported by: Peppermint Mafia, Amp Agency
- Haleon
- Product: Sensodyne®
- Campaign: Sensory Sensodyne® Inclusion Initiative
- Supported by: Edelman, Lead Collectively, Lead Digitas & Vox
NEW! Best Public Health Campaign
- Bayer Consumer Health
- Campaign: Take Care, Now Campaign
- Supported by: Weber Shandwick
- Kenvue
- Campaign: Sun Education
- Supported by: ABMC, CCOM
- Haleon
- Campaign: Oral Health and Wellness Tour
- Supported by: Retail Sports Marketing, FCB
