Advil PM
Using print to target consumers in the right frame of mind
With only a limited window of opportunity to build market share in the sleeping aid sector, we found the ideal channel and context to engage with consumers.
The challenge
Build market share and brand engagement quickly
Wyeth Consumer Healthcare had a golden opportunity to seize the initiative in the Puerto Rico market when they launched Advil PM, containing ibuprofen. For ten years, Panadol has been the leader in this market for pain relieving medication that also helps you sleep. Wyeth had to move fast because they were only licensed to use this formula for three years.
Our challenge was to create awareness, stimulate demand and build consumer loyalty and engagement before another brand could enter the market.
Our insight
Engage female insomniacs late at night
We identified the target market as people who suffer from pain and/or insomnia. Our research showed that 54% of insomnia sufferers are women, and that many of these insomniacs also suffer from persistent pain such as arthritis. We found out that many of these women use their sleepless nights to watch TV or read magazines. An innovative print-based solution would enable us to reach them at exactly the right time.
Our solution
Use magazine editorials to reach consumers at right time and place
The campaign would provide more engagement if we addressed the audience primarily through editorial content. We commissioned sleep-related articles from specialist writers and placed them in six major magazine titles. To reach our predominantly female market, we chose magazines slanted towards fashion, beauty, lifestyle and health, as well as Puerto Rico's two main TV guides. The articles, tailored to each title's format and tone, engaged the audience through a combination of product integration and brand presence both on the editorial and advertising pages.
The results
- 11% market share from launch
- Sales beat target by 12%
- Demand outstripped supply
