Gravol IMC Campaign

Challenge:
Shift Gravol’s brand perception from a special-occasion remedy to a regular necessity for combating nausea, particularly during the high-stress holiday season.

Insight:
Holiday stress, overeating, and family chaos often trigger nausea, leaving people wanting to enjoy the season without discomfort. The fear of drowsiness associated with Gravol has led to hesitance in using it during busy holiday moments.

Strategy:
We positioned Gravol as the non-drowsy solution for holiday nausea, emphasizing its natural ginger-powered formula. Our strategy focused on making Gravol a trusted part of holiday wellness routines, ensuring it was seen as a solution that didn’t compromise on enjoying family moments.

My Role:
As the strategist, I crafted the overall strategy and developed the campaign messaging, ensuring the benefits of Gravol were communicated clearly across multiple platforms. I also played a role in refining the creative execution to align with the holiday season's energy and family-focused moments.

Outcome:
The conceptual campaign refined how to reposition a product based on its functional benefits. Our messaging resonated with the idea of wellness during the holidays, and we gained insights into effectively addressing consumer concerns about drowsiness, leading to stronger potential brand positioning.

Credits:
Brielle B.
Jayce S.
Oni O.
Ramandeep K.
Ashton M.
Mobina Z.