You cough. You lose.
Vicks Vapodrop was once known as a sweet against cough. However, the brand lost its clear positioning over time. Coming from there, the brief was straightforward: reposition Vicks Vapodrops as cough drops.
Our idea: You cough. You lose. We all know those critical moments where one wrong move may decide everything. We used those moments in daily life in short online videos to dramatize our product benefit.