Pepto Bismol DM PEPTO THANKSGIVING BIB by Publicis Kaplan Thaler New York

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market United States
Agency Publicis Kaplan Thaler New York
Executive Creative Director Joseph Johnson
Art Director Slate Donaldson
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: PROCTER & GAMBLE
Product/Service: MEDICINE
Date of First Appearance: Nov 25 2010
Chief Creative Officer: Rob Feakins (Publicis)
Executive Creative Director: Joseph Johnson (Publicis)
Art Director: Slate Donaldson (Publicis)
Writer: Zoe Bell (Publicis)
Art Producer: Samantha Jaffoni (Publicis)
Print Producer: Kristan Gabriel (Publicis)
Project Manager: Liane May (Publicis)
Media placement: Polybag - New York Times, SEATTLE TIMES, CINCINNATI ENQUIRER, SAN ANTONIO EXPRESS-NEWS, PALM BEACH POST - November 25, 2010

Describe the brief/objective of the direct campaign.
We needed to get people thinking about Pepto not just when they're sick, but during over indulgent occasions like Thanksgiving.

Target audience
Indulgers on Thanksgiving Day

What was the strategy?
Pepto's strategy was to connect with Thanksgiving eaters in an interesting way on the day of overindulgence, in a way that broke through the clutter knowing a lot of food related messaging takes place on this day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To attract the attention of Thanksgiving eaters, we turned a simple newspaper wrap into something useful and appropriate for Thanksgiving: a bib. When the newspaper arrived to homes on Thanksgiving morning, people were reminded that Pepto Bismol keeps them covered, both inside and out.

What was the desired outcome
The desired outcome was to have an increase in brand awareness and lots of consumer buzz both online and offline.

Explain why the creative execution was relevant to the product or service.
A cut out bib is the last thing you'd expect to see on a newspaper wrap. We made something disrupting yet useful out of a medium that's often disregarded as a creative opportunity. It was also a good marriage of content and context by using Pepto’s “covered” message literally by covering the morning paper reaching consumers as close as possible to the moment of indulgence.

Everyone loves to overindulge on Thanksgiving. With Pepto Bismol you can Eat, Drink and Be Covered, it only made sense to couple our product benefit messaging with the creative brand utility of a bib.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Fifteen newspapers nationally provided were wrapped in the Pepto bib polybag providing 3.3 million impressions. Those who received the bib began Tweeting and posting to Facebook asking if others got their newspaper delivered in the same bag, and how fitting it was that Pepto delivered their Thanksgiving newspaper.