Moms have been relying on Dimetapp to relieve their children’s coughs & sneezes for over 50 years. While the brand is well known & respected, it had struggled to connect with Millennial moms. They needed to evolve to gain relevance by delivering on both functionality and emotion. Millennial Moms have a lot going on—to make everything work, they’ve adopted unique routines, while messy and imperfect, that work for their family. When their children get sick, their entire household rhythm gets thrown out of whack. They’ll do what they can to get things back to their version of normal—showing life as it really is. With this insight, we developed the Now Back to Your Regularly Scheduled Chaos campaign.