Flo the Online Pamperer
Reckitt Benckiser has mobilised two of its brands in the fight against ‘man-flu’.
Strepsils and Lemsip have been used in combination in the Online Pamperer, where an elderly woman called Flo can text men to buy medicine, play them music clips, or cheer them up with a trip down memory lane.
The online campaign, created by Holler Sydney, uses Facebook Connect to put men’s Facebook pictures inside interactive video. The Flo character was brought to life by director Adam Blaiklock from Flying Fish.
Holler boss Mike Hill, said: “When guys get sick, we tend to be demanding and want constant attention. While we battle a level of sickness others couldn’t possibly comprehend, our partners tend to suffer in the fallout. Flo’s here to unburden women, and pander to afflicted men.”
Brands joining forces is becoming a popular marketing tactic. Last year, PepsiCo rolled out a campaign featuring Pepsi and Dorito’s, while PHD won at the MFA Awards with a co-branding offensive with Fitness First and New Balance.
Agency: Holler Sydney
Creative Director: Richard Morgan
Copywriter: John Gault
Art Director: Ben Heath
Account Director: Louise Sheerin
Client: Stuart Witherby, Christine Low, Michele Radinovic
Production Company: Flying Fish
Director: Adam Blaiklock
Executive Producer: Paul Friedmann