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.