Procter & Gamble Company: Aleve: All Day Strong, All Day Long campaign
Jack RummelOverview
In 1994 Procter & Gamble Company (P&G), a leading manufacturer of over-the-counter pharmaceuticals and personal care products such as soaps, tissues, and baby diapers, decided to enter the analgesic market with an over-thecounter version of a prescription painkiller called Naprosyn. The new over-the-counter product, an anti-inflammatory, was called Aleve. Procter & Gamble teamed up with the advertising agency D'Arcy Masius Benton & Bowles (DMB&B) for a multitracked campaign based on the slogan "All Day Strong, All Day Long" to launch the product.
Historical Context
Procter...