2019 Winner

Avrio Health Canada - Betadine

Feel the sign? Betadine.

Zulu Alpha Kilo

BronzeLaunch Strategy

Betadine faced the daunting task of convincing Canadians to stop seeking relief from cold symptoms, and instead treat the sickness itself. It was looking to launch new products that claim to treat the virus and bacteria that cause sore throats. But it was imperative that the product be used at the onset of scratchy throat – before a full-blown cold kicks in. The answer lay in a simple yet sticky rhyme: “Feel the sign? Betadine.”

In TV and digital spots by Zulu Alpha Kilo, the throat-clear became the hero “sign” of a cold, which triggered people into action, stopping whatever they were doing – in a business meeting, pulling the winning lottery numbers – to gargle with Betadine. The spot (which won a Bronze in Launch Strategy) ended with the memorable line, encouraging a new ritual.

In just three months, Betadine expanded the throat spray category as a whole. The brand’s new products accounted for 90% of the category growth versus the previous year and reduced the market leader’s volume share from 75% to 49%.

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Kevin Sato, Gail Pak
Writer: Vinay Parmar, Irfan Khan
Strategic Planner: Heather Segal, Michael Szego
Account Team: David Tremblay
Agency Producer: Jac Benoit
Client (Company): Avrio Health Canada
Clients: Sheryl Willison, Ryan Brown, Rhea Rousseau
Media Agency: cairns oneil
Media Agency Planner: Rebecca Shropshire, Trish Irwin
Production House: Soft Citizen
Director: The Perlorian Brothers
Production House Producer: Marrie Wasson
Director of Photography: Kris Belchevski
Casting Director: Shasta Lutz – Jigsaw Casting
Video Post Facility / Editing Company: Zulubot
Editor: Max Lawlor
Video Post Facility: Alter Ego
Compositor / Online: Darren Achim
Animation: Ed Deng,
Colourist/Transfer: Wade Odlum
Audio Post Facility/Music House: Pirate Toronto
Audio Director: Tom Eymundson
Producer: Joanne Uyeyama

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