Marketing Challenge: Although sleeplessness was on the rise, Advil PM had been experiencing baseline sales declines over a three-year period while other single benefit sleep aid brands were enjoying double-digit growth. In a category where sleep is king, we needed to wake people up to the role of pain relief.
Methodology: In addition to leveraging consumer research, marketplace learnings & advanced analytics (A&U / segmentation, Brand Health Tracking, Market Structure, & Panel data) for the strategy shift, the following approaches were used in the creative development process:
- System 1 / Behavioral Science ( Predictive Acceptance & Face Trace)
- On-line blogs in a social networking setting
- Quali-Quant Hybrid Ad Development (on-line quant plus in-person focus groups)
- Quantitative Ad Validation (including Neuroscience facial coding)