Advil: The Right Medicine for the Real Problem

This campaign for Advil, a US OTC medicine brand owner, aimed to build awareness and generate trial for a new product, Advil Congestion Relief.

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...

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