MMC and Client Kimberly Clark, P&G and Novo Nordisk Take Home PRSA Big Apple Awards

MMC, Procter & Gamble, Novo Nordisk and Kimberly Clark were big winners last night at the PRSA Big Apple Awards honoring their work for U by Kotex, the Novo Nordisk Insulin franchise and Head & Shoulders.  

U by Kotex won a Big Apple Award for a program that showed millennials that U by Kotex is not your mother’s menstrual protection by being culturally disruptive and consistently innovative. The Declaration of Real Talk campaign inspired millennials to drop the code, metaphors and girly language about vaginal health and promoted social change.  The program generated major traditional and social media coverage and drove women to action in purchase decisions and on the website.

Head & Shoulders was awarded Honorable Mention in the Integrated Communications: Consumer Products & Services category or its “Polamalooza” program that showed how to get men to embrace a product they only know as a dandruff shampoo and transform it into a pop culture hero, while driving trial and a billion plus media impressions. Working with NFL All-Pro Safety Troy Polamalu, Head & Shoulders and MMC created an integrated extravaganza, which grew market share by 5%. Head & Shoulders’ status as a pop culture phenomenon was solidified when Troy’s hair, courtesy of H&S, became one of 2010’s top Halloween costumes and Guinness World Records recognized Troy’s hair and H&S as the “highest insured hair” ever.

Novo Nordisk (NNI) was awarded Honorable Mention in the Marketing Consumer Products: Healthcare category for its “Race with Insulin” program, which raised awareness of the NNI insulin portfolio, (specifically, Levemir^® and NovoLog^®), and the prefilled insulin pen FlexPen^®. Working with Charlie Kimball, the first licensed driver with type 1 diabetes to ever race in the IndyCar Series, NNI and MMC were able to promote Charlie’s inspiring story while integrating branded NNI product mentions into his discussion of race preparation. Through traditional and social media (Charlie’s Twitter page, Race with Insulin™ was the first pharmaceutical branded Twitter page) Charlie drove awareness of NNI products and proved that diabetes doesn’t have to “slow you down.”