Travis Shaw MD

Vaporub

Vaporub

Breathing new life into a new brand that has helped us breathe for over a century.

Let's keep this

THE ASK

Select a consumer product brand that has grown stale and return it to it's former glory.

VICKS VAPORUB

It might seem unusual that a medicine brand would infiltrate popular culture, and become featured on television shows such as The Big Bang Theory and Friends. However, the fact that VapoRub has been helping us breathe better for over a century has cemented the brand in sit-coms and medicine cabinets across the country.

IN THE MARKET

VapoRub remains unshakable as the number one topical in the world, with production in excess one million gallons per year and sales totalling over one billion units in the last five years alone.

Source: Open Journal of Respiratory Diseases

BUT how did users view VAPORUB?​

I use it (VapoRub) on my kids

before they go to bed.

I never think to put it on myself.

When I was a child my grandmother would rub it on my chest when I had a chest cold. As an adult, I will rub it under my nose when I am really stuffy only at night.

I knew people who grew up with it.

But I never used it myself.

Key Learning

We repeatedly heard statements like those above, solidifying that VapoRub is largely associated with two items:

mom's application and bed. 

PROBLEM

Self application of VapoRub is rare.

SCOFFING AT SICK DAYS

Once we discovered that self application and daytime use was uncommon,

we turned our attention to understanding why.

We found more than half of young adults express no need to treat themselves while sick, despite their demographic suffering from more instances of cough, cold and flu than any other group.

Source: Mintel

THE WORK MARTYR

Toughing it out between cough, aches and chills is certainly not uncommon.

Pay may be a motivation to push through, but those with paid sick leave actually take fewer days off than their counterparts without the same paid leave benefits. 

There is an expectation from within to go to work, even on the worst days.

This prolongs sickness and the spread of cough, cold and flu.

Source: NPR

62%

Of adults admitted to

going to work sick.

32%

Used zero of their

sick days / PTO.

Source: NPR

THE OPPORTUNITY

VapoRub has developed 

an "at home" use occasion.

Work martyrs go to their jobs sick

and take longer to heal.

Because VapoRub's occasion for use is in the home, before resting, the brand is perfectly positioned to champion the idea that all work martyrs should slow down, relax and

TAKE A BREATHER.

STRATEGY

VapoRub gives you permission to take a breath.

VapoRub stands up and tells us that we can, and should take sick days.

Our package redesign will ensure that the container is left out on the bathroom counter and will serve as  a constant reminder to take a breather with VapoRub.

Just incase the decision is made to make the journey to work, VapoRub will be there during the commute to encourage that person to pull a U-turn and take the sick day that the need.

Knowing that there is a strong association with VapoRub and mothers, we are offering stay at home sick kits available for purchase online with two day shipping from Amazon.

Products include

one jar of VapoRub, a pair of socks to wear at night after applying to feet, a VapoRub infused shower bomb, and a weekend subscription to Amazon Video.

Patient intake was slow.

If you're sick, snap an unhealthy selfie and tell the your followers that you are staying home and taking a breather with Vicks VapoRub.

 

LET'S Keep THIS SHORT & SWEET

ASK

Select a CPG that has grown stale and return it to it's former glory.

SITUATION

VapoRub has maintained strong sales for the past five years, continuing to be the number one topical in the world.

Key Learning

VapoRub is largely associated with a mother's application and bedtime. 

PROBLEM

Self application of VapoRub is rare because many choose to ignore symptoms and push through. 

TARGET

The Work Martyr - the one who forces theirself into work while sick. 

OPPortunity

Champion the fact that it is okay to stay home and take a sick day. 

STRATEGY

VapoRub gives you permission to take a breath.

MY TEAM 

Michael Arroyo

Melissa Jackson

Laura Strukl

Kate Ursu