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WASHINGTON – The Consumer Healthcare Products Association's Health In Hand Foundation has announced the finalists for its 2024 U.S. Self-Care Marketing Awards. Winners for each category will be announced at the 9th annual Health In Hand Foundation Gala on November 13 at The Bellevue Hotel in Philadelphia. Specific awards will recognize the strategic innovation and marketing expertise of CHPA member companies across over-the-counter (OTC) medicine, consumer medical device, and dietary supplement categories.
“Congratulations to our best-in-class finalists for demonstrating marketing leadership, insights-driven strategies, and creative execution across the self-care industry,” said Mary Leonard, executive director of the Health In Hand Foundation. “This year, the diversification of companies, categories, and products represented in the submissions is remarkable and a clear reflection of the self-care marketplace. I would also like to extend a special thank you to our esteemed judging panel for lending their time and expertise to score this year’s 47 submissions. We wish all our finalists the best of luck and look forward to celebrating outstanding marketing campaigns from our member companies in November.”
This year’s competition had the highest participation rate since its inception in 2019, with a 15% increase in submissions over 2023. Submissions for 2024 were also the most diverse campaigns in terms of representation across OTC medicines, consumer medical devices, and dietary supplements, with oral health and sexual health emerging as new areas of focus for brand submissions.
The 2024 expert judging panel included: Steve Neumann, Principal and Owner, Cardinal Points Consulting; Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University; Shunyuan Zhang, Assistant Professor, Harvard Business School; George Quesnelle, Senior Advisor, OTC Products, Pinney Associates; Courtney Gray Haupt, Global COO & US Chair, Health, Edelman; Julie Hamilton, Former Chief Commercial & Global Sales Officer (CCO), Diageo; Kathryn Hennessy, Vice President, Healthcare Marketing, Reingold; Michael Roberto, Professor of Management, Bryant University; and Gayatri Bhalla, SVP/MD Digital Strategy, GMMB.
The 2024 U.S. Self-Care Marketing Award finalists are:
Best Digital Campaign on a Brand Budget of Less than $5M
- Lofthouse of Fleetwood, Ltd.
- Product: Fisherman’s Friend Lozenges
- Campaign: “Fisherman’s Friend”
- Supported by: Market Performance Group LLC
- Advantice Health
- Product: AmLactin Daily Nourish Lotion with 12% Lactic Acid
- Campaign: “#IAmLactinReady”
- Supported by: Rebel Gail
- Cheers
- Product: Cheers Restore — After-Alcohol Aid
- Campaign: “Drink Smarter”
Best Digital Campaign on a Brand Budget of More than $5M
- Bayer Consumer Health
- Product: Midol
- Campaign: “Reach for Comfort”
- Supported by: Mullenlowe
- Haleon
- Product: Theraflu Severe Cold Relief
- Campaign: “Theraflu: Sick of Working Sick”
- Supported by: Edelman
- Opella
- Product: Xyzal
- Campaign: “Xyzal’s Nighttime Relief”
- Supported by: PureRed, Havas Media
Best Overall Social Media Campaign
- Opella
- Product: Unisom
- Campaign: “The Great Sleep Divide”
- Supported by: Lippe Taylor
- Haleon
- Product: TUMS
- Campaign: “TUMSWORDY”
- Supported by: Coyne, Dentsu, CaST, Publicis
- Kenvue
- Product: BAND-AID® BRAND OURTONE™
- Campaign: “BAND-AID® BRAND OURTONE™ Uplifts Through Dance”
- Supported by: Hunter PR
Best Product Launch Campaign a Brand Budget of Less than $5M
- LifeStyles Healthcare / SKYN
- Product: SKYN Naturally Endless
- Campaign: “SKYN Naturally Endless Launch”
- Nuheara Limited
- Product: HP Hearing PRO Self-Fitting OTC Hearing Aid
- Campaign: “The World's First FDA-Cleared Self-Fitting OTC Hearing Aid”
- Supported by: Firebrand, WA Studios, Nicole Sheavyn Graphic Design, Acrylic Design Associates
Best Product Launch Campaign on a Brand Budget of More than $5M
- Nestle Health Science
- Product: Nature’s Bounty® Optimal Solutions Hair Growth
- Campaign: “Nature’s Bounty® Optimal Solutions Hair Growth Launch”
- Reckitt
- Product: Mucinex Kickstart
- Campaign: “Mucinex Kickstart Launch”
- Supported by: McCann NY, Legend PR
- Haleon
- Product: Pronamel Active Shield
- Campaign: “First Line of Defense”
- Supported by: Grey NY, CaST Production, Muthership, Edelman, Collectively, Publicis Media
- Bayer Consumer Health
- Product: MiraFIBER
- Campaign: MiraFIBER “Gut-Complishment” and “Gut-Intention”
- Supported by: Energy BBDO
Best Environmental Impact Campaign
- Opella
- Product: Allegra
- Campaign: “Allegra Airways”
- Supported by: Salutem, Ambee
- Haleon
- Products: Sensodyne and Pronamel Toothpastes
- Campaign: “Sensodyne Franchise Climate Pledge Friendly”
- Bayer Consumer Health
- Product: Claritin
- Campaign: “DiversiTree”
- Supported by: Energy BBDO
Best Overall Campaign Promoting Safe Use
- Haleon
- Products: Advil, Voltaren & Excedrin
- Campaign: “HCP Pain Relief Campaign on OTC Safe Use vs. Opioids”
- Supported by: Ogilvy Health
- Colgate-Palmolive
- Product: Colgate Oral Health Solutions
- Campaign: “Know Your OQ”
- Supported by: ICR
- Reckitt
- Product: Mucinex
- Campaign: “Monsters in Waiting”
- Supported by: McCann NY, Legend PR
Best Overall Multicultural and Inclusive Campaign
- Kenvue
- Product: LISTERINE®
- Campaign: “LISTERINE® The Whoa Collection: A Swish that Supports”
- Supported by: Hunter PR, Compound, Doner
- Haleon
- Product: Advil
- Campaign: “The Advil Pain Equity Project Presents ‘Believe My Pain’”
- Supported by: VML, Grey, Edelman, CaST, Publicis, Creative License, Sibling Rivalry, Duotone Audio Group, iOne Digital
Innovative Marketing Campaign of the Year on a Brand Budget of Less than $5M
- Blistex
- Product: Kank-A
- Campaign: “The Cranky Canker Sore”
- Supported by: Brunner, Make
- Helen of Troy
- Product: Braun ThermoScan 7+ Connect
- Campaign: “Ear Thermometer as Accurate as Rectal”
- Supported by: The Knot, Babylist, Dear Media, Theo Darling, Red Havas PR Agency, Mavrck, Hashtag Paid, Media Monks
- MV.Health
- Product: Mysteryvibe Crescendo 2
- Campaign: “Over and Over Again”
- Supported by: Havas Lynx
Innovative Marketing Campaign of the Year on a Brand Budget of More than $5M
- Haleon
- Product: TUMS
- Campaign: “Foodie Fashion: Limited Edition TUMS Bag”
- Supported by: Coyne, Dentsu
- Opella
- Products: Qunol CoQ10, Turmeric and Magnesium
- Campaign: “Age Well with Tony Hawk”
- Supported by: 900 Films, DEG Productions
- Foundation Consumer Healthcare
- Product: Plan B One-Step
- Campaign: “More Than a Box of Plan B”
- Supported by: Inzio Evoke, Zeno Group, Rogue Producer
