Consumer healthcare industry’s best recognised at ASMI Diamond Awards

15 November 2013

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Consumer healthcare industry's best recognised at ASMI Diamond Awards

Friday 15 November 2013 - Johnson & Johnson's Nicorette QuickMist took out the top consumer healthcare industry award at last night's ASMI Diamond Awards evening in Sydney. The smoking cessation mouth spray was named Overall 'Supreme' Winner for 2013 and also received the award for Best New Product Launch.

The ASMI Diamond Awards, which celebrate and share best practice in the consumer healthcare sector, were presented across six categories: Best New Product Launch, Best Large Budget Campaign (>$500k), Best Small Budget Campaign (<$500k), Best Healthcare Professional Campaign, Quality Use of Medicines and Overall 'Supreme' Winner.

ASMI Marketing & Business Development Director Filomena Maiese said Johnson & Johnson's submission was a standout, with Nicorette QuickMist being one of the most comprehensive over-the-counter (OTC) launch campaigns that the judging panel had seen.

"ASMI congratulates Johnson & Johnson for receiving these two industry accolades, which provides them with the recognition they deserve for delivering an outstanding healthcare campaign in the area of smoking cessation.
"The Nicorette QuickMist launch campaign reinvigorated the nicotine replacement therapy category through its extensive key opinion leader program and its focus on education for healthcare professionals on the science and new novel format, well before the product hit the shelves. Most importantly, by creating consumer awareness, the campaign has given new hope for dissonant smokers trying to quit for good."

The award for Best Large Budget Campaign (>$500k) went to Sanofi Consumer Healthcare for its Nature's Own Man vs. Wild campaign. Nature's Own brand transformation was underpinned by the high-profile partnership with nature expert Bear Grylls who helped consumers understand the quality and evidence that underpins the Nature's Own range.

Bayer's Berocca Twist 'N' Go was awarded Best Small Budget Campaign (<$500k). Aimed at younger audiences, Bayer created an onsite presence at the Quiksilver and Roxy Pro that brought life to the brand and communicated the product promise to "Enhance the Day of Play". In addition, consumers were given a unique experience to talk about brand within their social media networks.
GSK's Panadol won the Best Healthcare Professional Campaign for its 'Not all OTC analgesics are the same' campaign. Having observed a shift in consumers' attitudes to pain relief, GSK targeted pharmacy staff to actively engage with consumers about their use of analgesics, and provide advice and guidance to members of at-risk populations.

In the newly introduced Judge's Choice Awards, Pfizer's Centrum for Men and Centrum for Women was recognised as the best demonstration of Quality Use of Medicines/Health Literacy.

Centrum ensured that the spectrum of the product's multiple health benefits was communicated simply and visually on packs through the use of health benefit icons. This simple iconography was integrated across all elements of the product's campaign. This was further supported with a strong educational package.
"This new award celebrates campaigns by ASMI members that help consumers make informed choices about their health and the medicines they use. Pfizer's Centrum for Men and Centrum for Women is an excellent example of industry promoting quality use of medicine and advancing consumer health." said Ms Maiese.

The judging of the awards was conducted independently of ASMI, by an expert panel of eight industry representatives.

The awards dinner, which concluded the ASMI's Annual Conference, was sponsored by Bayer.


About ASMI: The Australian Self-Medication Industry (ASMI) is the peak industry body for the Australian self care industry representing consumer healthcare products including over-the-counter medicines and complementary medicines. ASMI's mission is to promote better health through responsible self-care. This means ensuring that safe and effective self-care products are readily available to all Australians at a reasonable cost. ASMI works to encourage responsible use by consumers and an increasing role for cost-effective self-medication products as part of the broad national health strategy.
For more information or to arrange a media interview, please contact:
Michelle Sollitt-Davis
PR Manager, Australian Self Medication Industry (ASMI)
M:0422 084 951 E:

For full details on all the winning entries please click here for the media release.