Advil: World Looks Different

Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands