GlaxoSmithKline’s BC Powder has a strong history in the Southeast. During World War I, soldiers from the South introduced it to fellow doughboys. And today, it remains the pain relief choice of Americans representing military, factory workers, farmers and other blue-collar occupations. In honor of BC’s 100-year anniversary Duffey worked with GSK to celebrate!


Our research revealed that heritage, patriotism and hard work resonate with BC’s, audience which is very proud of the contributions their generation made to building America. This analysis gave birth to the theme: “Celebrating 100 Years of Pain Relief for the People Who Built this Country.”

The resulting celebration conceived and implemented by Duffey included limited edition packaging featuring “heroes” who helped to make life less painful.


Our eight-city “America Hard at Work Tour” struck out across the Southeast visiting events and festivals such as minor league baseball games, the Yellow Daisy Festival, the Memphis Blues and Brews Festival and the Richmond City Beer and Seafood Festival.

The America Hard at Work Survey, commissioned by BC powder, revealed that construction work is the most painful job in America, followed closely by Armed Services and farming. The survey results were released on Labor Day and resulted in national media coverage from Fox News to local outlets throughout the Southeast

The campaign resulted in more than 10 million raw media impressions and more than 50,000 direct consumer impressions. Sales increased by more than 5% in every market visited by the “America Hard at Work” tour.

BTW … According to survey results, most Americans –whether blue collar or white collar – experience on-the-job pain. And while back and neck pain are the most common manifestations – emotional pain caused by the boss rank extremely high.

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