We sent out an over-ambitious shopper around populated areas during the last weekend before Christmas. Using a cleverly designed mannequin, it appeared as though the shopper’s back was bent at a 90-degree angle, demonstrating how Motrin targets your pain, where it hurts.

The stunt garnered roughly 120,000 impressions over two days. The attention didn’t stop there – it was also posted on over a hundred blogs, and a YouTube video with over 16,000 hits in the first month.This included the distribution of over 3000 coupons. This initiative helped contribute to a 64% increase in sales over the holidays from the year before.