Mum Group Chat Knows Best in Genexa's 'Clean Medicine' Campaign
Genexa, the clean-medicine brand that offers an effective alternative to other category brands, is launching a comprehensive multichannel advertising campaign to bring awareness, trial and the emotional resonance that modern parents look to from the brands they love. Raindrop, the full-service creative, branding and performance marketing agency, created the campaign.
The campaign, 'Word Of Mom,' launched on November 17th, showing parents they no longer face a choice between medicine that works and medicine that is 'clean' - free of artificial ingredients and dyes. Genexa, founded in 2014 by two dads who took a hard look at the list of ingredients in their home medicine cabinets, is on a mission to make clean medicine with zero artificial ingredients the standard for modern parents. The brand offers clean and effective medicines for adults and children that treat pain and fever; cough, cold and flu; allergies; digestive problems; sleep problems; stress and supplement needs.
The warm and humorous tone of the creative establishes the trust that parents need to feel when trying clean, effective medicine, a category with both low awareness and lingering negative connotations as crunchy or niche. In the :30 hero, a young mom is checking in with her 'lifeline,' her mom-group chat, with questions such as, 'How do you get Play-Doh out of hair?' and 'Are 12 bedtime stories too many?' When her young son’s cough turns into a fever, viewers see her chat fill up with a strong recommendation: Genexa. The video ends with mom and son tucked quietly into bed, as she updates the group that all is good on the home front.
In addition to :30 and :15 versions, the creative includes colourful campaign photography that includes visuals of fruit, water and natural ingredients; :15 product videos; performance-driven social cutdowns and dynamic-motion content; and performance organic and digital ads. The campaign will run nationally on channels that include broadcast, cable and streaming (Hulu, Peacock, Bravo, Netflix, AMC, A&E, NBC, FX, Hallmark, Food Network, Freeform) during premium programming with high-intent viewership among moms with young kids. Paid social and digital versions will run on CTV, Meta, YouTube, Amazon, retail channels and display.
“In today’s marketing landscape, partners who can move at the pace of creativity are rare,” said Carmen Graham, CMO, Genexa. “The Raindrop team is collaborators who can go there with us, combining bold ideas and ever-important details with the pragmatism to move fast and get to the best outcomes. Together, we captured the human truth that Genexa customers know all too well: We are all parents chasing that elusive win.”
“When a child’s fever spikes in the middle of the night, parents grab what they trust most. We knew that Genexa couldn’t just be “clean medicine”; it has to be the medicine parents reach for at 2 AM,” said Drew Catania, Raindrop’s creative director on the campaign. “In the age of information (and misinformation), the most trusted advice often comes from word of mouth or your friend-group chat. This campaign positions Genexa as the brand that both your paediatrician and your most trusted advisors, your friends, recommend.”
Raindrop won the Genexa business on a project basis in July 2025. Raindrop, based in San Diego, represents both challenger and established brands such as Soocas, Lomi, Native, Dr. Squatch, Spruce, Grüns, Dude Wipes, Weber, Sprouts Farmers Market, Manscaped, WORX, Hello Panda and more. The agency has won multiple industry awards, including four Emmy Awards, and its creative work has appeared in two Super Bowls.
