skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

The 2021 OTC Marketing Award winners by category:


  • OTC Company of the Year: Bayer
  • OTC Brand of the Year: Voltarol, GSK
  • OTC Launch of the Year: Hana, HRA Pharma
  • OTC Brand Revitalisation of the Year: Drapolene Cream, Supra Enterprises
  • Best OTC Performer Outside Pharmacy: Calpol, Johnson & Johnson
  • Special Award: Best Covid-19 Initiative by an OTC Company: DenTek Temparin Max Dental Repair Kit, Prestige Consumer Healthcare
  • Best OTC Retailer of the Year: Boots UK
  • Best Big Budget OTC Marketing Campaign: Cetraben, Thornton & Ross, Mind+Matter
  • Best Niche OTC Marketing Campaign: Berocca, Bayer, MediaCom UK, Say It Now, A Million Ads, MullenLowe
  • Best OTC Audio-Visual Advertising: Rennie, Bayer, J. Walter Thompson, MullenLowe
  • Best OTC Digital or Mobile Marketing: Canesten, Bayer, Mind+Matter, Mediacom
  • Best OTC Out-of-Home Advertising: Piri, GSK, Weber Shandwick, pGSK
  • Best OTC Packaging Design: Hana, HRA Pharma, Elmwood
  • Best OTC Pharmacy Training & Learning: Viagra Connect, Viatris, CIG Healthcare Partnership
  • Best OTC Public Relations Campaign for a Consumer Healthcare Product: Lovima, Maxwellia, The Difference Collective
  • Best OTC Social Media Campaign: Voltarol & Sensodyne, GSK, Publicis, GTX (Gay Times Group)
  • Best OTC Trade Advertising & Sales Support: Senokot, Reckitt, Verve
  • Most Creative OTC Campaign: Viagra Connect, Viatris, BCW Global, VMLY&R
  • Most Innovative New OTC Product: Nicorette QuickMist SmartTrack Mouthspray, Johnson & Johnson


London, 2 December 2021: Last night, the winners of the OTC Marketing Awards 2021 were announced with the best of the British OTC industry attending the lavish awards in London. The OTC Marketing Awards event focuses exclusively on the outstanding achievements of OTC product suppliers in both pharmacy and grocery settings, including suppliers of non-prescription medicines, food supplements, and selected unlicensed healthcare products.

The OTC Marketing Awards 2021 span 19 categories in all, encompassing both Entered and Principal awards.

Bayer took home the OTC Company of the Year Award in recognition for achieving excellence across a number of marketing disciplines, with outstanding campaigns delivered for Berocca, Canesten and Rennie.

The OTC Brand of the Year Award was handed to GSK’s Voltarol for producing effective campaigns to assist both consumers and pharmacists during the pandemic.

HRA Pharma’s Hana received the Award for OTC Launch of the Year for its engaging trade advertising, comprehensive pharmacy training programme, and excellent consumer campaign.

The OTC Brand Revitalisation of the Year Award went to Supra Enterprises’ Drapolene Cream, which was successfully repositioned and repackaged, while Johnson & Johnson’s Calpol was judged Best OTC Performer Outside Pharmacy as it continued to grow market share.

Prestige Consumer Healthcare took home the Special Award for Best Covid-19 Initiative by an OTC Company for its DenTek Temparin Max Dental Repair Kit, which helped consumers look after their oral health when they couldn’t access a dentist during lockdown.

Best OTC Retailer of the Year went to Boots UK, which won praise for its understanding of the consumer healthcare category and its willingness to try new things.

The decision to only use models with dry skin conditions for Thornton & Ross’ Cetraben helped to secure the Award for Best Big Budget OTC Marketing Campaign, while the Award for Best Niche OTC Marketing Campaign went to Bayer’s Berocca for its use of actionable audio.

Bayer’s Rennie won the Award for Best OTC Audio-Visual Advertising for producing a distinctive creative with arresting images, while Bayer’s Canesten gained the Best OTC Digital or Mobile Marketing Award for empowering women to feel more comfortable in their own skin.

The Award for Best OTC Out-of-Home Advertising went to GSK’s Piri for its sophisticated use of multiple data and activation partners, with the Award for Best OTC Packaging Design handed to HRA Pharma’s Hana for its eye-catching pack, fit for the Instagram generation.

Supporting pharmacy staff to have confident conversations about erectile dysfunction helped Viatris’ Viagra to secure the Award for Best OTC Pharmacy Training & Learning, while Maxwellia’s Lovima took home the Award for Best OTC Public Relations Campaign for a Consumer Healthcare Product for its work to open up the conversation on women’s health.

Successfully increasing the representation of LGBTQ+ people in its advertising ensured GSK’s Voltarol & Sensodyne won the Award for Best OTC Social Media Campaign, while Reckitt’s Senokot was presented with the Best OTC Trade Advertising & Sales Support Award for effectively educating pharmacy staff on safely recommending laxatives.

The Award for Most Creative OTC Campaign went to Viatris’ Viagra Connect for its use of animation to tackle common misconceptions that exist around erectile problems, with the Award for Most Innovative New OTC Product presented to Johnson & Johnson’s Nicorette QuickMist SmartTrack Mouthspray for leveraging the power of personalization to support smoking cessation.

Tom Gallen, Managing Editor, Europe, HBW Insight, added: “Last night we celebrated the best and brightest of the British OTC industry. It was fantastic to witness the buzz and togetherness within the room after an unprecedented year. Congratulations to all of this year’s winners, supporters and sponsors who have contributed to this fantastic event. An extended thank you to our judges and all the nominees for their achievements!”

For more information on the OTC Marketing Awards please visit:



# #

About Informa Pharma intelligence

Informa Pharma intelligence powers a full suite of insights, intelligence, and marketing services products, delivering vital, accurate, and timely intelligence about the drug development pipeline to pharmaceutical and biomedical decision makers around the world.

With more than 500 analysts keeping their fingers on the pulse of the industry, no key disease, clinical trial, drug approval or R&D project isn’t covered through the breadth and depth of data available to customers. For more information visit

About Informa PLC

Informa operates at the heart of the Knowledge and Information Economy. It is one of the world’s leading business intelligence, academic publishing, knowledge, and events businesses. With more than 6,500 employees globally, it has a presence in all major geographies, including North America, South America, Asia, Europe, the Middle East and Africa.

Next steps

Getting a demo tailored to your needs is the best way to see how our solutions will help you gain an advantage.

Request live demo now:

Our team is ready to hear from you for a particular request or area of interest. Please do not hesitate to reach out and discuss.

Contact us for product technical and account support.

  • US Toll-Free   : +1 888 670 8900 
  • US Toll             : +1 212-600-3520
  • UK & Europe : +44 (0) 208 052 0700

Have an immediate and specific information need?

Browse and buy from 1000s of analysis and research reports now: