Aleve case history – real people campaign
AGENDA
Business Situation
Finding and owning a pain state (arthritis) that grows the business The impact of ADAPT on the business
Research Plan
Understanding consumer reactions to ADAPT
Identifying The Target Post ADAPT
Evaluating how to connect with the Arthritis target again
Seeing the passion for the Aleve brand
Campaign Description
Restoring trust through the brand's advocates
Business Results
Sales Data
Analgesic Tracker Equity Measures
BUSINESS SITUATION
Background
In 2003, after the completion of an analgesic segmentation study, the team identified a new target for the Aleve brand – arthritis sufferers. The team...