A cold sore can fill a teen with panic. Which leads to dread. Which prevents action. Which prevents treatment. Which isn’t good for anyone. Our job was to help eliminate the panic surrounding cold sores by positioning Abreva as the easy answer to any cold sore.
Using the OLVs above, we then created a wildly successful social campaign that tapped into dozens of Gen Z audience interests to raise awareness for cold sores and cold sore treatment. Case study below.
