Wyeth: Liqui-Gels campaign

Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduced Advil Liqui-Gel caplets, coated with gelatin for easy swallowing.

Wyeth: Liqui-Gels campaign

Judson Knight

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, American Home Products became a part of the Wyeth organization. The essay continues to refer to the...

Not a subscriber?

Schedule your live demo with our team today