"The Fighter In You" Campaign

The Situation

Everyone knows Airborne was created by a schoolteacher, to wild success.  But when a lawsuit took away Airborne’s too-good-to-be-true germ-fighting claims, the brand lost relevance. So it turned to a new agency with proven immune health credentials—us—for a great new strategy.

What We Did

We wanted Airborne to claim their spot as the immune system experts, by reminding the world that your immune system is a freakin’ awesome fighting machine. One that deserves some immune love in the form of Airborne’s crafted blend of vitamins, minerals and herbs. The messaging needed to be credible, but remain true to Airborne’s quirky heritage. And so the immune system fighters came to be.


Consumers took notice, and Airborne sales increased by 17%, beating out the category leader.