Advil: Distant Memory
The over-the-counter pain reliever category is a $3.5 billion category in the US, with Advil being the #1 brand. However, the brand had a huge challenge in 2014. Sales & household penetration were declining and Advil was losing its leadership equity. Consumers viewed Advil to be substitutable with its generic, store brand counterpart, as they failed to identify a personal connection with the brand. In order to reinvigorate its equity and consumer connection, the brand needed to break through the clutter with a memorable campaign to win consumers' hearts and minds. Learnings from quantitative studies, mobile video...