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


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...

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