Nexium 24HR

Challenge
Nexium 24HR tasked us with developing a new Science Story™ and Ad to Education Sequence™ to unlock growth and capture market share from competing products.

Science Story™
We discovered that many frequent heartburn sufferers, who should be taking a PPI like Nexium, were instead using antacids and H2s like Pepcid. These products are only intended for occasional heartburn, leaving many consumers dissatisfied.

The question was — How do we guide the consumers to the correct treatment?

After analyzing the OTC monograph for antacids, H2s, and PPIs, we developed a BOLD new claim that received brand, medical, legal, and regulatory approval— Antacids and H2s can’t treat frequent heartburn.

Activation
We activated the Science Story™ and the new claim through our Amazon strategy: the Ad to Education Sequence™. This approach pairs an awareness video ad for paid media with an educational video on the product page.

Results
This strategy enabled Nexium 24HR to regain market share by shifting perceptions towards proven, science-driven treatment. The approach increased both brand visibility and consumer education, guiding people to choose a more effective solution for frequent heartburn.

Key outcomes:

  • Improved return on ad spend (ROAS)

  • Increased click-through rates (CTR) across campaign assets

  • Strong gains in new-to-brand sales

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