Taking the pain out of re-positioning

Everyone knew Advil relieved pain, but maker Wyeth thought there was little emotional connection with a brand struggling to differentiate itself in a highly competitive, commoditised market.

So we used our expertise in brand positioning, semiotics and quantitative analysis to assess the state of the market and the emotional connections customers had with Advil and its rivals. We found that there was too much emphasis on the negative – the pain – and not enough on the positive – relief from pain.

Our insights helped Wyeth develop alternative campaigns which we tested. The result was a new brand strategy supporting Advil’s business objectives.

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