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Winner 2010 - Celesio OTC Award


Company: Thornton & Ross in association with Pegasus

Campaign: Covonia - winning the cold war!


PMEA Winner - Celesio OTC Award


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

Award sponsor

Celesio logo "Celesio is delighted to sponsor the PMEA OTC Award which recognises great brands, exceptional marketing and consumer healthcare solutions: these form part of the support and solutions which Celesio also delivers to its consumers, pharmacy customers and manufacturer clients."
Jeff Bulmer, pharma services director

Campaign overview

This campaign targeted multiple stakeholders to build Covonia's positioning as the 'cough medicine with clout', using a bold strategy, centred on toughness - "Covonia is the only option for people that don't want to be held back by a cough or cold". A range of activities, including social media outreach, combined to advocate a tough approach to cough and cold treatment, while integrating an iconic brand mascot to connect with the advertising campaign.

Celesio OTC award


Judges' comments

"They developed clear positioning to build on brand identity, credibility and trust with a fresh campaign and imagery that will last. The 'cold sufferer personalities' were very clear and put the brand 'top of mind', whilst positioning the brand as an authority in the marketplace, resulting in sales that outstripped market growth three to one."



 Other entries


Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022