Sean Moran

Copywriter: Social Web Print OOH Email

Zantac Social

April 2018 - September 2019

The Challenge: Breathe new life into the Zantac brand and better interact with the small but loyal group of Zantac users.

The Solution: I created and pitched a comprehensive social media campaign that utilized new interactive content, such as videos and contests. I remained true to the trustworthy brand voice while introducing fun elements such as TV mascot Captain Zantac onto social media through silly “cameos”. We also gave him his own distinct voice on Twitter, that of an adorable clueless dad.

Below are some examples of my work on Zantac. To see more, check out Zantac on Twitter and Facebook.

Screen Shot 2019-05-08 at 2.27.19 PM.png — ZANHACKS

Part of the unique of heartburn relief that Zantac offers. So we created the concept of ZanHacks. This was a way for us to tap into the world of short recipe videos that are so popular on social media. The client had never utilized interactive content such as this before and we saw a spike in engagement

Screen Shot 2019-05-08 at 2.40.45 PM.png — Captain zantac

Though he plays a large role on TV, Captain Zantac had never been featured prominently on social media. We attempted to reconnect him with his audience through funny, subtle content like this. We found that our core audience were happy to see the captain in the limelight.

Screen Shot 2019-05-08 at 2.33.50 PM.png — Munch Madness

To tap into March Madness, we designed an interactive contest called Zantac Munch Madness. It featured game day foods from around the country, divided up into general foodie “regions” such as the South and Pulled Pork Sandwiches, all competing for the title spot.

Screen Shot 2019-05-08 at 2.34.01 PM.png — Zantac occasions

We made sure to tap into relevant monthly occasions in our posts. This allowed us to highlight some of the best seasonal foods. Mardi Gras posed a small challenge for us, as we had to dance around the more lively parts of Mardis Gras in our copy.

Twitter 2.png — pizza cake

OTC heartburn medication like Zantac means that people can take risks. This being NYC, we commissioned a local pizza shop to make a pizza cake for us to document and share. Are you brave enough to try it?

Screen Shot 2019-05-08 at 2.23.01 PM.png — cast captain zantac

As we reintroduced Captain Zantac to social media, we found that the audience loved him just as much as they loved Zantac. So we created Cast Captain Zantac, a nationwide call for everyone to nominate friends and family members who embodied Zantac (and by extension, Captain Zantac) for a chance to win a gift card.