PEPCID

In 2021 Pepcid wanted to take a step in a slightly different direction and refresh the brand, focusing on how fast Pepcid works on heartburn. We expanded on the new look and feel to bring the website to life and created additional content optimized for search that helps heartburn sufferers learn about what’s causing the burn and what differentiates Pepcid from its competitors.

Agency: Doner
Role: UX / web designer / copywriter

PEPCID - Carpe Dinner

Pepcid wanted to find a way to differentiate itself beyond showing greasy, fast food like the rest of the category. By focusing on the growing food enthusiast trend, the campaign started as an activation that involved a 100 course dinner prepared by celebrity chef Isaac Toups. Since Pepcid Complete fights heartburn all day, we created a meal that lasted all day. With six food influencers as the guests, they shared their experience and the amazing dishes chef Toups created over social media and beyond, with Pepcid at the center of it all. We also expanded the campaign to reach heartburn sufferers through banners, social posts, OOH and print ads with images of Toups dishes, contextually relevant messages, and more. This one event provided enough content to last the brand for several years when they didn’t have a budget to make a lot of new content and the Carpe Dinner campaign was a success, growing sales by 25% when the category was declining.

A few of the DISHES

Images of each course was shared on social media by dinner guests and showcased on our website.

Dynamic banners

Agency: J. Walter Thompson
Role: Creative Director/Art Director