TV & Video
Using real customers to help grow brand awareness
Pfizer’s objective was to achieve the highest Advil sales result ever in 2012, with sales in excess of AU $10.6 million and a three year vision to secure Advil as a growing and profitable number 3 challenger brand in the local market. Pfizer had conducted some absorption studies on their leading anaslgesic Advil liquid capsules. A key learning from the research is that muscle aches, pains and strains are right behind headaches as the most common ailment suffered by category users. More than 54 percent of pill volume comes from these two indications alone.
Comparison advertising to help boost brand consideration
The new campaign included three aggressive comparative advertising claims against local competitors. In collaboration with Advertising Energy, Belong Creative's Brand Strategist, Simon Druery developed and directed a concept to source 3 real Advil users to give supporting testimony. Advil users with occupations where there was no time for headache or inflammation in their day were selected; a teacher, a restaurant manager and a bike courier. For the first time ever, Advil was advertising to the male demographic specifically for inflammation.