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 point of difference that needed a brand message with a meaningful consumer insight and benefit. The launch team focused on the product's point of difference – the fact that it contains the Advil (Ibuprofen) plus a nasal decongestant, phenylephrine, that causes the constriction of blood vessels in the nasal cavity, which could be leveraged against a key medical insight. The insight being that the real problem isn't always mucus, it's often swelling caused by inflammation in your nasal passages which is why sometimes you blow your nose and nothing comes out. This unique insight was counter to the category trend that focused heavily on mucus being the problem.