Last time we checked in with “clean medicine company” Genexa, the brand took on Johnson & Johnson’s Tylenol and Tylenol PM -- and those brands’ artificial inactive ingredients -- with new adult acetaminophen products marketed via such techniques as email, social media sharing, and influencers.
Now, Genexa is focusing on its kids’ roots with a paid media campaign, “We Actually Care,” that directly names and rebukes Children’s Tylenol -- and by association, the FDA.
Running through March on OTT, digital and social, with creative from The Thomas Collective, the campaign targets millennial parents with :30 and :15 spots, programmatic digital banners and social content.
Genexa says that a key differentiator of its ads compared with competitors, let’s say, Children’s Tylenol, is that they feature a healthy child rather than a sick one.
In the first spot, a dad says, “I give my kid the world. So why would I give her Children’s Tylenol? It’s full of artificial fillers, artificial sweeteners, other unnecessary stuff,” as he looks at that product’s label. Meanwhile, an on-screen visual reads, “The FDA approves of these products – but we don’t.”
“Luckily, there’s Genexa,” the dad continues. “They actually care about what goes into their kids’ and infants’ pain and fever medicines.”
Now, the on-screen visual reads, “We’re sure big pharma cares too.” But, as a Thomas Collective spokesperson explains to Marketing Daily, “Genexa actually uses clean ingredients to back up the claim.”
Separate spots for Genexa’s cough/cold kids’ product will roll out over the coming month.
Specific media, bought by Canvas Worldwide, include YouTube, Tiktok, Roku, the iBotta shopping app and the following OTT networks, among many others: ABC, AMC, Bravo, CBS, CNN, CNN Travel, Cooking Channel, Discovery, E!, Food Channel, Food Network, FOX, TBS, TNT, TLC, Travel Channel, USA and We TV.
There’s also a partnership with Ziff Davis’ Everyday Health Group Pregnancy & Parenting’s BabyCenter.