• by Les Luchter , February 13, 2024

After getting rid of your cold sore with Haleon’s Abreva brand, why not replace it with a new cold sore? Sounds dubious, unless the new sore comes in the form of a ruby -- surrounded by 197 diamonds in a pair of $50,000 bespoke lips.

That’s the grand prize in Abreva’s February sweepstakes that’s designed “to change the narrative among young cold sore sufferers and destigmatize a condition that many are ashamed to discuss, let alone flaunt,” Lauren Smith, Haleon’s global marketing director, tells Marketing Daily.

“Despite being a generation that proudly shows off their individuality,” Smith continues, “more than 2/3 of young (ages 15-34) cold sore sufferers say their self-esteem and confidence is shaken when a cold sore strikes.” (The stat quoted comes from a survey of 301 U.S. adults aged 15-34 done for Abreva two years ago by KRC Research.) 

“Live confidently with your cold sore,” say promotional materials for the sweepstakes, which is being marketed to young adults via paid media on Meta, organic social media promotion on Abreva’s Instagram and Facebook channels, and a public relations campaign.

The sweepstakes’ bespoke and bejeweled 16-carat grand prize comes from New York’s Verstolo Fine Jewelry, with the 16-carat diamonds and ruby sculpted and set within white gold.

Abreva will also award 25 other winners with sterling silver lip necklaces, valued at some $1,500 each and also featuring a single ruby to connote the cold sore experience.

All winners will also receive one tube each of Abreva Cold Sore Cream, which has been around since 2000, and Abreva Rapid Pain Relief, launched just this past July.

Smith says the new product, seen in this ad, is being supported with paid media across Meta and TikTok.