Wyeth: Liqui-Gels campaign
Judson KnightOVERVIEW
NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, American Home Products became a part of the Wyeth organization. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduced Advil Liqui-Gel caplets, coated with gelatin for easy swallowing. AHP accompanied the...