HAVAS Red and our client Perrigo took home top honors at the PRSA-NY Big Apple Awards for our smart, sexy and seriously history-making work to launch Opill®, the first over-the-counter birth control pill in the U.S. (which was approved by the FDA in July 2023 and hit shelves in March 2024).
Winning in the Marketing Consumer Products category, our launch campaign for the Opill® brand truly started from scratch. Over the past year, we rolled out the red carpet for not only a new brand but a new category, creating a positive, knowledgeable and supportive brand persona, recruiting brand ambassadors nationwide and earning more goodwill and trust with each passing month.
Our campaign has included engagement with media, consumer activations, a partnership with the WNBA and clever social content that intrinsically links Opill® to all things access, reproductive health, culture and sex.
“Being a first-of-its-kind product at a fraught and controversial time for reproductive health, Opill attracted massive public interest from its inception all the way through launch,” says Dara Busch, CEO of HAVAS PR North America. “Our team capitalized on the fact that Opill’s availability was not only a milestone for reproductive health but also a cultural shift providing a new way of living — one in which we would no longer have to ask for permission to make the best decisions for ourselves. It was not only our agency’s duty, but also our honor, to create widespread interest in the imminent launch of the first-ever OTC daily birth control pill. This Big Apple Award affirms our commitment to this client and category; we’re grateful for the recognition — for ourselves, our clients at Perrigo and this milestone product.”
See the full case study and sizzle reel HERE.
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