A sensory garden open to all during the Olympic Games
- Strategy & commitment
- Monitoring & analysis
- PR & influence
- Content production
- Digital & social media
- Event
Who is it?
A brand of Opella, a Sanofi subsidiary dedicated to consumer health products, Phytoxil® is the cough brand most recommended by pharmacists. It offers a full range of medical devices using plant extracts and active ingredients of plant origin to relieve coughs, and molecules of natural origin to soothe irritated throats.
Which cause?
“Making science accessible and useful to everyone. This is the trace we wish to leave in connection with our mission”, such is the spirit of Sanofi’s partnership with the Paris 2024 Olympic and Paralympic Games. To illustrate this cause, Phytoxil® opened a sensory green garden for all to enjoy at the foot of the Eiffel Tower on the banks of the Seine in Paris, designed to showcase the plants from which Phytoxil® uses certain extracts in the composition of its syrups. Visitors were invited to enjoy a variety of refreshing spaces and activities, including a shaded canopy, a vegetable garden, a giant mister, bubble bikes and yoga classes.
What strategy?
A cross-channel approach and strategy with a triple objective: to promote Sanofi’s partnership with the Paris 2024 Olympic and Paralympic Games, to establish the Phytoxil® brand as a benchmark in the winter ailments segment, and to inform the public about the opening of the Phytoxil® Garden at the foot of the Eiffel Tower and the activities on offer. The action plan was based on press relations, a year-round influencer ambassador campaign to illustrate the range’s products in real-life situations, and the creation of an inspirational Instagram account to create and unite a community in tune with the brand.
What results?
The strategy deployed ensured high visibility for the Phytoxil® brand during the very busy period of the Paris 2024 Olympic Games, which is quite a feat considering the highly constrained pharmaceutical industry sector. The combination of press relations and influencer relations proved highly effective.
