The Usual Sorespects: Difflam and VMLY&R personify sore throat symptoms in latest campaign

Difflam has unveiled a new print and digital campaign in a bid to drive brand awareness and product consideration.

Developed by creative agency VMLY&R, the campaign – which marks a creative direction change for the brand – uses three characters who each personify a variety of sore throat symptoms that many people experience.

Produced in partnership with Canadian illustrator Hudson Christie, the piñata, cat and boxer all intend to bring to life uncomfortable symptoms in an alluring way.

Difflam also wishes to highlight the fact that the OTC product provides relief for mild inflammation, painful throbbing and scratchiness, as opposed to being a ‘serious treatment for when a sore throat worsens’.

Difflam has unveiled a new print and digital campaign in a bid to drive brand awareness and product consideration.


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“We want people suffering from sore throats to be able to access effective relief,” Viatris senior marketing manager Daniela Lanz said. “Our playful new campaign cuts to the chase to show that painful, scratchy throats call for Difflam’s over-the-counter assistance. Why suffer when there’s fast and long-lasting sore throat relief at your local pharmacy?”

The campaign will roll out via social, display, print and out-of-home (OOH) platforms across the UK.

VMLY&R London creative director Christopher Joyce added: “Naturally, it’s a busy period for those brands trying to reach the cold and flu market. So, to stand out from the crowd you need a few things to win. Brutal simplicity, a level of craft your audience can’t help but appreciate, and bucketloads of warmth and charm. Difflam hits the mark.”

Difflam has unveiled a new print and digital campaign in a bid to drive brand awareness and product consideration.

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