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 the brand’s core promise: “ Unbeatable strength”.
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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.
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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.
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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
We create an array of targeted ads to cast a wide net over older and younger audiences. In the end, we ensure maximum reach and impressions across America, keeping Advil and it’s best selling SKUs – Tablets, Liqui-gels, and Liqui-gels mini as the best-selling pain reliever in the market.
Videos:
Older (Neal) & Younger (Breanna) TVCs
Social Ads:
Older & Younger
Display Ads