Otrivine: Kenneth

Starcom MediaVest Group has been appointed to handle nasal spray relief, Otrivine’s first entirely digital campaign and has created this funny spot featuring a suffering office worker named Kenneth.

Hinged on the line #stopmessingabout and produced and delivered by LiquidThread, the online film sees the man rubbing menthol gel into his chest in an office much to the pleasure of his co-workers but before long we realise that the sequence is just a dream, symbolic for the relief that Otrivine provides.

“Given the category norm of big budget TV campaigns during peak cold and flu season, as a challenger brand in order to be noticed we have to behave differently,” says Gareth Coady, brand manager, Otrivine. “We needed a striking piece of creative to drive talkability and with SMG’s first class media planning and Liquid Thread’s Kenneth concept, this has all been made possible.  All this has been created to encourage the UK public to take a moment and consider whether in fact there is a better way to treat nasal congestion than rubbing menthol onto their chests.”

The campaign follows on from Otrivine’s successful #snotwhatisaid campaign which SMG also created and executed earlier this year (below).

“This is a game-changing move for Novartis. We wanted to build on the success of Otrivine’s #snotwhatisaid campaign on Twitter which was highly commended at the Media Campaign Awards,” adds Duff Borer, business director, Starcom MediaVest Group. “It’s a bold statement from Novartis to move from TV only and into a 100 per cent digital plan, and we believe it will help to transform their marketing moving forward.”