Now Screen created a tongue twister challenge called #CepacolSickBeats.
Cepacol is the Strepsils of North America, but due to a habit of Americans relying on cough drops for sore throats, it hasn’t enjoyed quite the same market dominance.
RB Health wanted to raise awareness and cut-through in the tough sore throat category, and increase the brand saliency of Cepacol amongst a younger demographic.
So Now Screen created a tongue twister challenge campaign for TikTok called #CepacolSickBeats.
The idea being that, with a sore throat, a tongue twister is the last thing you feel like doing, but with Cepacol, tongue twisters are easy.
How fast can you spin some #CepacolSickBeats tongue twisters?
Working with Zenith NY, TikTok influencers, iHeartRadio and the Jimmy Kimmel Show, a cross media campaign was developed that encourages people to upload videos of themselves taking the Cepacol Sick Beats challenge by trying their hand at the specially devised Cepacol tongue twisters, as written by the team at Now Screen Sydney.
With the help of such influential talent as Jimmy Kimmel Live’s Guillermo Rodriguez and Angela Yee of iHeartRadio, the challenge is set to make Cepacol a brand people talk about – so whenever they have a sore throat they know to reach for Cepacol.
The campaign has launched online and on TikTok, and will continue on broadcast TV, and digital radio over the coming weeks.
In the first few days after launch, the campaign has already received over one billion views, with broadcast and social activations, and radio amplification via ABC and iHeart still rolling out.
CREDITS
RB USA Health
Cynthia Chen
Adriana Madiedo
Matthew Marrone
Anthony Esposito
Now Screen Sydney
Global Director: Kerri-Ann Smith
Global Creative Director: Dana Holder
Senior Writers: Christopher Moriarty / Mardi McConnochie / Jake Landa
Art Directors: Charlotte Ducastel / Daniel Craig
Producer: Aryani Van Dam
Animation: Esteban de la Concha
