Abreva
Confident Bitch with a Cold Sore
Yeah, I got Abreva to use ‘bitch’. That’s all.
I’m not gonna lie— pitching an idea centered around the word ‘bitch’ to an OTC brand was no cake walk. The first five meetings were just me begging them to let me write this. “Please can I use the word cleavage?” Nope. “What about oral?” Nope.
But, eventually, I got them to let me use ‘bitch’. And thus, the campaign was born.
impact
We exceeded KPI’s by over 333+%, with 100% brand mention and 96% of coverage featuring Abreva for the 1st time.
All from some silly videos I got to write from my first big-girl, teeny-tiny Brooklyn apartment.