The 2021 OTC Marketing Award winners by category:
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: pharmaintelligence.informa.com/OTCAwards
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