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Biotène Campaign

Strategy, Film, Commercial, Marketing, Social

Moments of empathy

GlaxoSmithKline approached Little Red Robot seeking breakout creative that could help light the path to a creative strategy for their popular over-the-counter dry mouth remedy, Biotène. GSK provided Little Red Robot with some great research and data and one of the insights was that caregivers could be a potential segment to market to, instead the usual approach of targeting a person with the symptoms this product is used to treat.

LRR felt this was a very unique approach, as GSK had not marketed to caregivers before, but always to the industry norm of finding the symptom-haver and then giving them a reason to believe in a product solution. From there our strategists and creatives came up with an approach that encompassed this insight; that it’s the little things that make a big difference.

The #whywecare strategy
We focused on our efforts on a digital ad campaign across all channels; owned, earned and paid. We placed video and static ads throughout paid media, with a large push on especially social media. All owned channels also helped rally behind our #whywecare movement.
As part of the #whywecare campaign, an untraditional approach was tried for OTCs – with influencer tie-ins including posts like this one from General Hospital Star, Ryan Carnes, about his beloved grandfather’s Biotène story.  

The audience we were targeting was caregivers, who are not professional caregivers, but people providing care for someone else, unpaid, as a matter of support of a family member, neighbor or friend perhaps. This group is big, about 40.4 million in the U.S. alone.

We set out to capture these often hard to describe – hard to capture in pictures or words – moments of empathy, where someone is receiving goodness from these beautiful humans that provide care for them. To do this Little Red Robot directed and produced internally with LRR’s creatives directing the the campaign shoot. We captured dozens of live-action and photography vignettes between all types of people relying on the expert eye of director of photography Zak Mulligan (HBO’s The Outsider, House of Cards).  

For this campaign, all editorial and finishing happened at LRR’s state of the art NYC office.

The Result
Little Red Robot created a suite of content that included a :60 second anthem, a :30 second spot, 3 x :15 second spots, 5 x :6 second spots for social media including 9:16s for IG stories. GSK was to the moon with their most effective campaign for Biotène to date.