Finalists Announced for Inaugural U.S. OTC Marketing Awards

Top Winners from Five Categories to be Revealed at Annual CHPA Educational Foundation Gala in NYC on November 12

Washington, D.C. (September 18, 2019) – The CHPA Educational Foundation which promotes safe and responsible use of over-the-counter (OTC) medicines and dietary supplements, announced the finalists for the inaugural U.S. OTC Marketing Awards, recognizing innovation and strategic marketing expertise in the consumer healthcare products industry across five new categories. With more than 35 outstanding entries received, a judging panel of nine independent experts narrowed the field to 15 finalists who will be honored at the foundation’s annual gala on November 12 at the Plaza Hotel in New York City. A grand prize winner for each category will be revealed at the gala event, as well.

The volunteer judging panel included representatives from Google, CVS Health, Edelman, Cornell University, Pinney Associates, SGSCO, Zenith Media, Cardinal Point Consulting, and Pacific World Corporation.

“Although this is the first year for these awards, we received an outstanding response with so many applications in each of the five categories,” said Dr. Clarence Lee, assistant professor at Cornell University’s Johnson Graduate School of Management and member of the judging panel, “and I was very impressed with the strategic and creative quality of the marketing campaigns that were submitted.”

Another member of the judging panel, M’Lou Walker, a 25-year veteran of the OTC industry and CEO of Pacific World Corporation, added, “After all my years in the OTC industry it is exciting to see that the level of consumer insight and marketing innovation has remained high, and the caliber of submissions we reviewed, especially the finalists selected, were a testament to that.”

Best OTC Corporate Social Responsibility Campaign, finalists:

  • Disaster Ready Means Always Ready” by Johnson & Johnson Consumer Inc.
    Agency: Advantage Marketing Partners (A.M.P.)
  •  “Role of OTCs in Multimodal Pain Management” by Johnson & Johnson Consumer Inc.
    Agencies: DiD, Scient, J3.
  • Quitting is Better” by Perrigo Company
    Agency: (In-house)

Best OTC Digital Campaign, finalists:

  • Tylenol® “How We Care” by Johnson & Johnson Consumer Inc.
    Agency: WPP’s The Neighborhood
  • Oscillococcinum® “Wherever You Go, Take Oscillo” by Boiron USA
    Agency: (In-house)
  • Vagisil® “Scentsitive Scents” by Combe
    Agency: AMP Agency

Best OTC Innovative Campaign Under $5M Budget, finalists:

  • Colace® “Constipation Happens” by Avrio Health L.P.
    Agency: Walrus
  • JointFlex® “X Out Your Pain” by Strides Consumer LLC
    Agencies: Flynn Agency, Cage Point, Path Interactive, Persuadable Research Corporation, Kantar Millward Brown
  • SlowMagMg “Feats of Middle Age” by Avrio Health L.P.
    Agency: Walrus

Best OTC Innovative Campaign Over $5M Budget, finalists:

  • Chapstick® “Lip Care Regimen” by Glaxo Smith Kline Consumer Healthcare
    Agency: Burns Group
  • Emergen-C® “Emerge & See” by Glaxo Smith Kline Consumer Healthcare
    Agencies: Firefly, Grey, Kantar, Revolution Digital, TracyLocke
  • Robitussin® Honey DM Max by Glaxo Smith Kline Consumer Healthcare
    Agency: Grey, Tribal Worldwide, Coyne PR

Best OTC Launch of the Year, finalists:

  • LUMIFY® by Bausch + Lomb
  • Pronamel® Intensive Enamel Repair by Glaxo Smith Kline Consumer Healthcare
    Agencies: Wunderman, Weber Shandwick, Edelman, Grey New York, Publicis Media
  • Robitussin® Honey DM Max by Glaxo Smith Kline Consumer Healthcare
    Agency: Grey, Tribal Worldwide, Coyne PR

For additional details on the awards, judges, finalists, and to purchase tables and seats for the gala where grand prize winners will be announced, visit: CHPA.org/FoundationGala/Register.


The CHPA Educational Foundation’s mission is to be the trusted source of information on the responsible use of consumer healthcare products and educate consumers on how to responsibly use, store, and dispose of OTC medicines and dietary supplements. To learn more about the foundation’s educational initiatives, visit KnowYourOTCs.org, and follow KnowYourOTCs onTwitter, Facebook, andInstagram.