Advil: The Right Medicine for the Real Problem
Business Situation, Business/Campaign Objectives and Marketing Strategy
Product point of difference in need of a relevant insight and benefit
Business Situation
The Advil Respiratory brand was planning the launch of its new over-the-counter (OTC) offering Advil Congestion Relief. This was a key launch for the business because it made the Advil Respiratory brand's new formula available at the over-the-counter shelf. For a number of years prior to this launch the existing formulas of the brand were only available from behind the pharmacy counter.
Advil Congestion Relief was a new product with a...