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Finalists 2010 - Celesio OTC Award


Company: sanofi-aventis in association with Pegasus & Cherry

Campaign: Nasacort - 'When hayfever strikes, nasocort sticks'


Company: Thornton & Ross in association with Pegasus

Campaign: Hedrin: Once a week, take a peek: getting ahead of head lice



This category relates to marketing activities that have been conducted in the UK or any European market(s) during 2009, in support of amy non-prescription product or portfolio of products. Submissions related to a product launch or an established product, including all OTC medicines and/or medical devices. Entrants needed to demonstrate effective integration and implementation of marketing activities throughout the campaign.

Award sponsor

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Campaign overview - Nasacort - 'When hayfever strikes, nasocort sticks'

Company: sanofi-aventis in association with Pegasus & Cherry

This multi-channel campaign for Nasocort Allergy used Nasacort's 'stays where it’s sprayed' action as a platform and used an urban setting to demonstrate that hayfever can strike anywhere. It met all objectives and helped secure extensive listings across major pharmacy chains and independents, building a strong foundation for future success.


Judges' comments

"This was a real team approach. A carefully targeted, fully integrated campaign with all elements carefully dovetailed. They delivered great results and clearly demonstrated that much can be achieved on a limited budget."



Campaign overview - Hedrin: once a week, take a peek: getting ahead of head lice

Company: Thornton & Ross in association with Pegasus

An expert report into head lice among healthcare professionals and consumers commissioned by the Hedrin team revealed how inconsistent professional advice results in confusion among parents about how best to treat for head lice and uncovered a huge knowledge gap.

An educational programme for pharmacists was devised and implemented to help them give better advice and included, 'the golden rules of head lice management', compiled by pharmacy experts. At the same time, other educational material was made available for schools and parents. The results were good and succeeded in cementing Hedrin's position as market leader.


Judges' comments

"They took a solid, consumer-focused approach with excellent focus on the best communication media. 'Once a week, take a peek' – very catchy! "

"We liked the good collaboration with the NHS and they focused responsibly on parental ideals."


Stakeholder quote

"This innovative and targeted educational campaign provided clear easy-to-follow advice for parents regarding the best way to identify and manage infestations, encouraging them to take responsibility and to check for head lice on a regular basis. It has received great support from the pharmacy and teaching communities and feedback suggests that it is really making a difference."
Head lice expert and school nurse consultant



 Other entries


Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023