MCNEIL CONSUMER HEALTHCARE
Tina Tonielli Global Dir.-Global Strategic Insights
Kathy Widmer VP-Mktg., Pain, Pediatrics & Specialty
Sr. VP-Strategic Planner
Group Creative Dir.
Sr. VP-Group Acct. Dir.
Sr. Strategic Planner
Sr. VP-Group Media Dir.
SOLAR LAUNCH CAMPAIGN
On Earth Day 2008, SunChips' factory in Modesto, Calif., opened
a 10-acre solar grid so that SunChips would be made with solar
energy. However, the brand's users were not hard-core green
consumers, and they didn’t care to hear about the details. They
just wanted to know they were doing something a little better.
The challenge was to find a way to connect a solar field at the
SunChips’ factory to the product that people held in their hands
and make the solar news simple, accessible and tangible.
FEEL BETTER, TYLENOL
This campaign engaged consumers in a new conversation by
taking a stand for health rather than against pain. Through a
modern, honest approach to pain relief, Tylenol differentiated itself
from its competitors, stood out in a typically low-interest category,
strengthened its equity and most importantly reversed business