• by Les Luchter , 7 hours ago

When word-of-mouth marketing isn’t good enough, how about “Word of Mom”?

That’s the premise of a new campaign from “clean medicine” brand Genexa.

“How do you get Play-Doh out of hair?” and “Are 12 bedtime stories too many?” a mom asks her group chat “lifeline” in a :30 spot from the Raindrop agency. Then, when her son develops a cough and fever, her chat screen fills up with recommendations to choose Genexa, including“no dyes or artificial additives” and “organic flavor that actually tastes good.” The video ends with mom and son tucked quietly into bed, as she updates the group that all is now well. “Medicine made clean. Mom-chat-approved,” says a voiceover.

The campaign includes a :15 version of the spot, plus social cutdowns.

Media, bought by New Engen, includes “premium programming with high-intent viewership among moms with young kids” on broadcast (e.g., NBC), cable (e.g., Bravo, AMC, A&E, FX. Hallmark, Food Network, Freeform) and streaming (e.g., Hulu, Peacock, Netflix). Paid ads are also running on connected TV, Meta platforms, YouTube, Amazon, retail channels and digital display, with the brand telling Marketing Daily t it’s “looking to have the highest levels of brand awareness and sales in Genexa’s history” by end of cold and flu season.

“In the age of information (and misinformation), the most trusted advice often comes from word-of-mouth or your friend-group chat,” Raindrop Creative Director Drew Catania said in a statement. “This campaign positions Genexa as the brand that both your pediatrician and your most trusted advisors, your friends, recommend.”

Backing up the campaign’s premise, Genexa separately has released results of a survey, fielded by YouGov, showing that 67% of moms seek support when their kids are sick, with over a third of those (37%) relying on group chats with other moms, nearly half (46%) on chats with families or friends, and 82 on one-on-one texting.

Genexa, founded in 2014, eschews artificial preservatives, sweeteners, and dyes, uses non-GMO ingredients, and boasts that its medicines are certified gluten-free and free of the top nine common allergens. Products, for adults as well as children, include meds for pain and fever; cough, cold and flu; allergies, digestive problems, sleep problems and stress.