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NEW YORK — Five national consumer health care brands were named “grand prize” winners in the U.S. OTC Marketing Awards last night during the CHPA Educational Foundation’s annual gala at the Plaza Hotel in New York. The CHPA Educational Foundation, which promotes safe and responsible use of over-the-counter (OTC) medicines and dietary supplements, launched the first-ever U.S. OTC Marketing Awards to recognize innovation and strategic marketing expertise in the consumer healthcare products industry across five categories.
Finalists were announced in September, and last evening one grand prize winner for each category was revealed during the foundation’s celebration with over 300 people from 95 companies including manufacturers, advertising and marketing agencies, media, and others in attendance. The 2019 U.S. OTC Marketing Award Grand Prize awardees were:
Grand Prize for Best OTC Corporate Social Responsibility Campaign:
- “Quitting is Better” by Perrigo Company
Agency: (In-house)
Grand Prize for Best OTC Digital Campaign:
- Tylenol “How We Care” by Johnson & Johnson Consumer Inc.
Agency: WPP’s The Neighborhood
Grand Prize for Best OTC Innovative Campaign on a Budget More than $5M:
- Emergen-C “Emerge & See” by Glaxo Smith Kline Consumer Healthcare
Agencies: Firefly, Grey, Kantar, Revolution Digital, TracyLocke
Grand Prize for Best OTC Innovative Campaign on a Budget Less than $5M:
- SlowMag Mg “Feats of Middle Age” by Avrio Health L.P.
Agency: Walrus
Grand Prize for Best OTC Launch of the Year:
- Pronamel Intensive Enamel Repair by Glaxo Smith Kline Consumer Healthcare
Agencies: Wunderman, Weber Shandwick, Edelman, Grey New York, Publicis Media
The volunteer judges included representatives from Google, CVS Health, Edelman, Cornell University, Pinney Associates, SGSCO, Zenith Media, Cardinal Point Consulting, and Pacific World Corporation.
“This was just the first year for these awards and we received many entries,” said Dr. Clarence Lee, Assistant Professor at Cornell University’s Johnson Graduate School of Management and member of the judging panel who presented awards during the dinner, “I was really impressed to see so many strategic and creative campaigns.” Another judge, M’lou
Walker, a 25-year veteran of the OTC industry and CEO of Pacific World Corporation, said, “It is exciting to see the high level of consumer insight and innovation that still characterizes marketing in this industry.”
In addition to the U.S. OTC Marketing Awards, the CHPA Educational Foundation recognized their Outstanding Community Partner of the Year – the American Association of Nurse Practitioners (AANP) – and their Outstanding Retail Partner of the Year – H-E-B pharmacy – awarding both groups for their special work to educate consumers about safe use of OTC medicines.
The 2020 gala event is scheduled for November 18, 2020, and applications for the U.S. OTC Marketing Awards will open early in 2020 with an expanded list of categories as well.
Lear more at www.chpa.org/FoundationGala.
