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Cold and flu season is underway and many consumers have probably noticed the common tropes found in ads for these medicines.

There’s usually a sneezing and coughing kid tucked into bed who is aided by a caring mother who offers a dose of a cold syrup that will make their symptoms go away. 

Those classic ads for OTC cold and flu medicines served as a starting point for Genexa’s Mama Bear ads, which rolled out recently. 

The health company produces OTC medicines for infants and kids that are free of artificial dyes, preservatives and common allergens.

Genexa’s ads introduce a twist on the cough medicine ads of the past by way of an age-old fairytale favorite. 

The mother in the new ads is an enormous bear protecting its cub — a human child — with Nikki Reed, an actor and investor in Genexa, providing the spot’s voiceover. 

The spots can be seen on CTV, YouTube, social media platforms including TikTok, Instagram and Facebook. Additionally, some of Genexa’s retail partners, like Amazon, are sharing the ads. 

The campaign’s deployments focus on the full spectrum of places where young parents with young children are consuming media.

Of course, the interest in providing one’s child with effective and additive-free medicines is not limited to mama bears — there are plenty of papa bears out there, too. 

In fact, Genexa was founded in 2017 by two dads: CEO David Johnson and president Max Spielberg, after the former was struck by the number of unpronounceable ingredients in a medicine he was using to treat his child’s fever. Three years later, the company’s first OTC medicine launched.

So while this marketing effort is focused primarily on mama bears, the dads play a key role in Genexa’s larger brand story, according to Laura Wren, the drugmaker’s head of marketing.

“We have these two dads that were trying to do something better and they already embodied this idea of a mama or papa bear. That’s why Genexa was founded,” Wren says. “With this campaign, it’s almost like we have come full circle to tell that story.”

The target audience for the Mama Bear spots are parents, but Genexas has assigned them a new term to describe the responsibility for keeping their kids healthy: “better seekers.” 

“If you think back to the ‘80s and ‘90s, and those ads with a mother giving medicine to their child in bed — Mama Bear is like that, but flipped to something more modern,” Wren says. 

This generation of “better seekers” are in pursuit of effective, safe and simple options in their food and other categories, she says, estimating that they account for roughly between 25% to 30% of the population.

She describes the target audience as having kids, noting they are young people who are moving into their child-rearing years.

Individuals’ interest in consuming food and using cosmetics that are free of dyes and additives isn’t new and the trend is seen across a number of areas of healthcare. 

However, Wren says it takes on different dimensions when it comes to the medicines that people buy to make their kids feel better when they’re sick. Thus Genexa’s emphasis as a brand on “clean” products.

“Modern parents are looking for cleaner options, but they don’t want to make trade-offs. They want something that’s effective,” Wren says. 

To bring it back to that mama bear, she says this cohort of parents are acting on an almost “animal instinct” to protect their children. Genexa’s promise to consumers is effective medicine that’s made cleanly, which Wren describes as “the best of both worlds.”

Since its launch, the campaign’s reach has been amplified by influencer partnerships.

Some of the “better seekers” sharing the Mama Bear message include social media influencers like Geri Hirsch, Jamee Folsom, and Audrey Zamora. 

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A post shared by Jamee Folsom (@jamee.folsom)

Wren says other influencers will roll out their own mama bear-themed posts over the course of the campaign. Ultimately, the brand wanted to align itself with social media personalities with larger followings who fit the Mama Bear mentality.

“We weren’t going to try to fit someone into being a Genexa influencer if they didn’t genuinely live that type of lifestyle that aligns with our values and our consumers’ values,” she says.