Otrivin: Near at hand

Nasal spray brand Otrivin used a mix of traditional and digital media to increase spontaneous awareness of the brand in Russia.

Campaign details

Brand: OtrivinBrand owner: GSKLead agency: MediaComContributing agencies: GreyCountry: Russian FederationIndustries: Non-prescription, OTC productsMedia channels: Email marketing, Online display, Online video, Radio & audio, Social media, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

Otrivin is a medication that offers quick relief from nasal congestion.

Despite being the largest advertiser in the category, Otrivin nasal spray's market share was stagnating, while the business target was to grow twice as fast as its competitors.

Given that the category works as an impulse purchase,...

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