2019 Winner

Johnson & Johnson - Motrin

Tina's Uterus


SilverTurnaround Strategy

Motrin was a brand in desperate need of resuscitation. To avoid being delisted, it had to demonstrate it still had the potential for growth. So it did what any pharma brand facing a skeptical, disengaged audience (millennials) would do: it put itself in their shoes.

Enter “Tina’s Uterus,” a creative platform by OneMethod that positioned the brand as a cure-all for women’s menstrual woes. Spots showed employees at work within “Tina’s Uterus,” conjuring up creative ways to generate pain (like a shark attacking from the inside). The humourous spots helped the brand show the demo that it understands their debilitating pain, and went from preparing to be taken off shelves to achieving a sales increase of 16%.

Amin Todai – CCO
Steve Miller – CD
Patrice Pollack -­ ACD
Danica Enns – Art Director
Mitch Roberston – Copywriter
Annie Rowe – Director of Strategy
Mark Hewitt – Business Lead
Kristina Kosa – Social Media Manager
Kate Roberts – Project Manager
Michelle Pilling – Producer

Suzy Deprizio – Head of Marketing
Ishita Saha – Market Unit Director Pain Care and CCFS
Andrew Crowson – Sr. Brand Manager
Maddy Hughes – Associate Brand Manager

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