Hedrin is the UK's leading head lice brand, but with new product launches, increased marketing spend and powerful on-pack claims from rival brands, Hedrin needed a strong, creative campaign to cut through the competition.

'No Drama' normalised the problem of head lice, connecting with parents on a functional and emotional level. A memorable TV commercial drove the message home, bringing the curtain down on the drama of head lice.

We targeted anxious, first time mums, and 'old hand' mums during the busy back-to-school period. The campaign ran a combination of TV, digital, OOH, social and PR activity, in collaboration with Pegasus, ensuring visibility at all touchpoints of the customer journey.

'No Drama' successfully achieved its commercial goal, growing market share to 34%, and secured Hedrin's place as top-of-mind and leading brand for customer awareness. It went on to scoop Best Big Budget OTC Marketing Campaign at the OTC Marketing Awards 2019.