RB Health wanted to raise awareness and cut-through in the tough sore throat category, and increase the brand saliency of Cepacol amongst a younger demographic.
So Now Screen created a tongue twister challenge campaign for TikTok called #CepacolSickBeats. The idea being that, with a sore throat, a tongue twister is the last thing you feel like doing, but with Cepacol, tongue twisters are easy.
Working with Zenith NY, TikTok influencers, iHeartRadio and the Jimmy Kimmel Show, a cross media campaign was developed that encouraged people to upload videos of themselves taking the Cepacol Sick Beats challenge by trying their hand at the specially devised Cepacol tongue twisters, as written by the team at Now Screen Sydney.
With the help of such influential talent as Jimmy Kimmel Live’s Guillermo Rodriguez and Angela Yee of iHeartRadio, the challenge was set to make Cepacol a brand people talk about – so whenever they have a sore throat they know to reach for Cepacol.
The campaign appeared on TikTok, broadcast TV and digital radio.