Advil® entered 2013 as the number one over the counter medication. But once number one, everyone is out to beat you, from brand name competitors to private labels offering deep discounts. Consumers were being told the active ingredients were the same and the brand of pain reliever didn't really make a difference.

So we helped Advil® make that difference. Not through product performance or price, but in how consumers felt about the brand emotionally. From America’s East Coast in the wake of Hurricane Sandy, we’d gained a new understanding of the word “relief.” Relief came in the form of the everyday heroes who didn't let pain get in the way of helping people in need. That revelation gave us the theme for an ambitious, and unprecedented, Advil® campaign.

“Relief in Action” spread the stories of these everyday heroes; people who dedicated both heart and muscle to helping others. We partnered with Time Inc., Habitat for Humanity®, Wounded Warrior Project® and others to create a complete “giving back platform,” branded by Advil® and paid off at point-of-sale, where consumers learned their Advil® purchase resulted in a direct donation to worthy relief organizations.

Bringing two definitions of “relief” together made a difference. Advil® secured its leadership position in both the hearts and minds of America.

Execution revolved around real heroes, strategic partners and a comprehensive message. The campaign kicked off with a well-publicized celebration of Hurricane Sandy volunteers at a Brooklyn Nets game. A partnership with Time Inc. helped us find more compelling stories, from American football star Victor Cruz helping at-risk kids, to Paul Ridley, who rowed across the Atlantic Ocean to raise money for cancer research. A series of compelling Everyday Heroes videos was hosted and promoted on Time Inc. properties including People, Sports Illustrated and various digital platforms. The agency partnered with Habitat for Humanity® and Wounded Warrior Project®, using their established promotional channels. The brand launched a new Twitter handle @reliefinaction, a digital banner campaign and a YouTube Channel to showcase the Everyday Heroes videos. The team drove the relief effort home at point of sale, where packaging reminded consumers that a portion of their Advil® purchase would be donated to our charity partners.

Our “Relief in Action” message was so on target that Advil® brand advertising incorporated the story of Everyday Hero Paul Ridley into its national television campaign, including our Relief in Action hashtag.

The campaign generated 300 million media impressions in top media outlets including The View, OK Weekly, Z100, ESPN, US Weekly, ESPN’s Mike and Mike in the Morning and New York Daily News.

88% of people who had heard about Relief in Action said they would likely purchase Advil® for themselves or their families, specifically as a result of the campaign.

Advil® entered 2014, still the #1 brand of OTC pain relief, securing its position against increased competition. And our client found Relief in Action so effective, it extended the campaign for another year.