With Valentine's Day around the corner, cold sore medication brand Abreva wanted to raise awareness about the product's ability to make lips kissable for the big holiday.
"There's a lot of stigma surrounding cold sores," says Jennifer May, communications manager at GlaxoSmithKline consumer healthcare. "This [campaign] was a great way to educate cold sore sufferers about what causes cold sores and what are the treatment options."
Abreva worked with GolinHarris to get the media's attention and build buzz around the campaign.
Strategy
This ...