Grand Prix Health & Wellness: The Last Barf Bag (US)
A Hilarious Campaign that Celebrates Brand Effectiveness
Dramamine, the leading anti-nausea medication, created a clever campaign called “The Last Barf Bag” to showcase its effectiveness. This campaign acknowledged that Dramamine’s success has rendered barf bags less necessary.
To celebrate its 75th anniversary, Dramamine hosted a pop-up museum exhibit featuring vintage barf bags and their collectors, even premiering a 14 minutes documentary on the topic. This humorous and unexpected approach resonated with audiences, boosting sales and brand engagement.
The Last Barf Bag earned over 660 million impressions in just three weeks, with paid media earning 3 million more impressions. Sales on Amazon are up 26% post-launch versus a year ago. The museum exhibit had over 200 attendees.
This campaign is significant because it flips the script on a traditional product launch. Instead of focusing on the negative aspects of motion sickness, Dramamine celebrates its own success by commemorating the decline of barf bags. This humorous and self-aware approach grabs attention, reminds consumers of Dramamine’s effectiveness, and fosters a connection with the brand.