ZiFan for Zicam

Make Zicam® a meaningful and breakthrough brand with badge value for our audience. We think there are two provocative reframes to make Zicam breakthrough: First, we need to reframe how people think about treating a cold. Focus now is largely on alleviating cold symptoms. Zicam is the go-to brand to shorten a cold. Position cold shortening as your most empowering first response. We also want to reframe the Zicam user and feature them as smart, with it and proactive cold-fighters. They know their bodies; they know when a cold is coming on and they know what to do.