GSK / RETAIL CAMPAIGN
EMPOWERING SHOPPERS TO BE OA-OK
As a client of Publicis Hawkeye (Epsilon), GSK tasked our team with amplifying the launch of Voltaren Arthritis Pain Relief Gel in Kroger and CVS by proposing robust, store-wise activations. In a crowded pain relief category, we needed to stand out as the new over-the-counter treatment able to help tackle pain at the source, instead of just masking it—while being mindful of the nuances of that particular consumer (aka CVS and Kroger folks shop very differently).
Role:
Copywriting
Kroger
Much like Voltaren treats the pain, not just the symptoms, Kroger helped arthritis suffers discover solutions that they can incorporate into their everyday lives to combat the pain at the source.
Throughout the entire store, we tagged osteoarthritis-friendly foods that helped reduce inflammation, marking Kroger as an OA-friendly destination for relief.
In addition to labeling anti-inflammatory foods, we also highlighted items that make living with arthritis more manageable, like pre-chopped or ready-to-eat kits.
We introduced shoppers to anti-inflammatory recipes and taught them meal prepping hacks through in-store demos and recipe cards designed with scannable codes that unlocked cooking videos.
We leveraged Kroger’s interactive shelf technology to connect with shoppers’ smartphones and highlight OA-friendly items as they navigated the aisles.
We brought Voltaren and OA-OK foods together in one place in a shoppable tower that could be moved to different touchpoints throughout the store.
CVS
Leveraging CVS’ partnership with the Arthritis Foundation, we owned the 1K portion of their annual Walk to Cure 5K—encouraging arthritis suffers to move not only for the race, but for a healthier every day.
Much like Voltaren targets the pain head-on, CVS helped people move through the pain to find relief rather than hide from it.
On race day, walkers could gather at the CVS tent for a post-race party to enjoy OA-friendly snacks and products, chat with MinuteClinic pharmacists, and collect their medal for completing the challenge—which could then be scanned via the CVS app for an engaging AR experience of the Voltaren Blu man coming to life.
Arthritis suffers could set a goal to walk 1K every day. For every 1K completed, they earned rewards like ExtraBucks towards items that would help keep them moving (i.e. earbuds, energy bars, resistance bands).
We also gamified their steps with a Voltaren-branded AR experience to keep the moving fun.
In-store signage mimicked mile markers, displaying the step count from the front door to the “finish line” in the pain aisle where they could pick up Voltaren.
Team
VP Creative Director: Tim Moore
Creative Director: Dalia Lacks Jury
Associate Creative Director: Kathy Truong
Featured Work
Senior Art Director: Dave Riske