Aleve case history - real people campaign

Analgesic brand Aleve had successfully extended its target audience to arthritis sufferers and, as a result, sales grew in 2003 by nearly 13%.

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...

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