Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Although a unique strategic territory was carved out for Advil that was rooted in the notion of defiance, our audience doesn't always see what reaching for Advil will do for them over competitors. Therefore, we needed to create distinction and deepen our connection with consumers by leveraging our untapped brand heritage of strength, an ownable benefit territory that can be expressed functionally, emotionally, and tonally. Through various techniques throughout the creative development process, we pressure tested our key consumer insight: "You won't find me sitting on the...