Robitussin | Soft Chews | 2024
THE ASK
Develop a campaign to launch new Robitussin Soft Chews that demonstrates efficacy & reason(s) to believe for its new chewable format.
THE INSIGHT
When people get sick, they don’t want a cough (or taking care of it) to get in the way of enjoying their lives.
Use humor to dramatize how much more convenient Robitussin soft chews are than cough syrups when enjoying winter activities.
THE IDEA
