ADVIL
Problem
Advil was struggling with a lack of identity among consumers who viewed it to be substitutable with its generic, store brand counterpart. Advil needed to strengthen its emotional connection with consumers with a memorable new campaign for Seniors and Gen X female and male.
Insight
The target audience, don’t like to use pain relievers because they think it is not healthy, at the same time they afraid to be judged by others that they are fanatic so they prefer to endure the pain but don’t take a pill.
Big Idea
Pain can break you, and it is better to take an action before it is late
