Overview

The 2019 "Unbeatable Strength" campaign re-established Advil as a leader in pain relief through powerful, direct messaging. Fronted by Neal Unger – a senior skateboarder who famously created the ‘Unger Flip’ – and Breanna Daniels – the first African-American woman NASCAR pit crew – the campaign used their personal embodiment of strength to communicate its core promise: “ Unbeatable strength”.

In the crowded aisle of OTC pain relievers, Advil faced intense competition from competitors such as Tylenol, Aleve, and drug-store branded pain relievers.
To combat stagnation, Advil needed to reassert its market leadership and differentiate itself from competitors by creating a compelling case for why consumers should specifically choose Advil over other options.
Take ownership of real-time sales data to boldly communicate Advil’s “Unbeatable Strength” as America’s #1 selling pain reliever in the market, using younger and older sports influencers to leverage credibility and broad appeal.
The campaign successfully shifted market perception and drove business objectives.
- Market Share Growth: The campaign is credited with helping to reverse a seven-year share decline for the brand, contributing to significant market share growth in the analgesic category.
- Increased Sales: It drove a measurable lift in sales, making it one of Advil's most successful campaigns in years.
- Strong Brand Perception: Effectively reinforced Advil's core identity as the go-to brand for powerful, reliable pain relief, strengthening its competitive position.

Execution Summary

Through videos, striking visuals, and lifestyle photography, we brought clarity to complexity — proving that even a condiment as multi-layered and nuanced as Chiu Chow Chili Crisp Oil is actually refreshingly simple.