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Advil's Relief in Action Campaign: Driving Consumers, Inspiring Preference and Action

Professional Development Workshop Set 8

Your Session ROI

Advil is ibuprofen, and generally works like its store brand competitors. But why should shoppers choose Advil every time for their tough pain? By giving the brand a heart, the makers of Advil have begun to establish it as a brand with a point of view. Starting with the Advil Stories campaign in 2011 and moving to Relief In Action in 2013, the brand spotlights real people who need pain relief because they push themselves through pain to be there for others. Julie Schumacher Ciardiello, partner, senior vice president and director, Food & Wellness Practice, Ketchum; Lauren Mundell, senior vice president, group manager, Ketchum; and Diedre Ayers, senior PR manager, Pfizer Consumer Healthcare, discuss the award-winning campaign that connected Advil to the lives of consumers, generated millions of media impressions and drove sales.

Presenters

Lauren Mundell, senior vice president, Ketchum

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Julie Schumacher Ciardiello, partner, senior vice president and director, food & wellness practice, Ketchum

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Diedre Ayers, senior PR manager, Pfizer Consumer Healthcare

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