Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
What better way to personify the threat of a scary cold than a monster?
That’s the reasoning behind a new campaign for cold remedy Zicam that breaks Oct. 8 as the cold season kicks off. The effort, Zicam’s first from new agency Grok, centers around a character called—not surprisingly—the Cold Monster.
This ad critter is green and hairy with a running nose, bloodshot eyes and crooked teeth. Icky? Yes, but also somewhat relatable.
In fact, rather than create the character through computer-generated imagery, New York’s Grok creative chiefs Tod Seisser and Steve Landsberg opted for an intricate costume, which was handcrafted by Legacy Effects.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in