In March 2020, a single misinformed tweet about ibuprofen use and COVID-19 caused Advil’s brand trust and market-share to fall, even as they sought to become part of the post-vaccine conversation. Our challenge was to build back Advil’s brand equity, trust, and market share by driving a positive association for the brand with post-COVID-19 vaccine care.
We knew Canadians wanted the vaccine but were worried about the possible side effects. And we knew that historically our audience believed Advil was a trusted partner in pain relief. Based on our research, there was a clear need to remind Canadians of the trust they have in Advil. We needed to help shift the consumer mindset from pandemic problems to post-vaccine possibility, harnessing Canadians’ desire to “return to normal” after the vaccine. With such strong brand awareness, we developed our strategy to continue to build top of mind awareness, with consideration being our key focus area – more often, and for more types of pain.