Uninterrupted pain relief for the doggedly determined.
CLIENT
Aleve (Bayer)
AGENCY
MullenLowe
ROLE
Creative Director
PROJECT SCOPE
Visual Identity, Campaign Platform
PHOTOGRAPHER/DIRECTOR
Miles Jay
Aleve tasked us to help find their brand purpose and distinctive positioning in the market. To do so, we looked back at the brand’s roots and leaned into one product benefit: it provides 12 hours of uninterrupted pain relief. In other words: while you need to take 2 or 3 pills from any other brand, you can just take one Aleve.
We found inspiration on those who really need 12-hour-relief; hardworking Americans who show up strong, every single day. Because for them, work is more than job. It’s how they show up for others.
We developed “Who Do You Take It For?” — a campaign that celebrates our core consumer and positions Aleve as the brand that remind all of them that their commitment to others is stronger than pain.
Aleve tasked us to help find their brand purpose and distinctive positioning in the market. To do so, we looked back at the brand’s roots and leaned into the distinctive 12-hour-relief benefit.
We found inspiration on those who really need 12-hour-relief; hardworking Americans who show up strong, every single day. Because for them, work is more than job. It’s how they show up for others.
We developed “Who Do You Take It For?” — a campaign that celebrates our consumer and positions Aleve as the brand that powers you to give it your all for yourself and those around you.
For the TV spots, we worked with real people and told their real stories; a mother who works two jobs, a young teacher who provides for family, a lineman who serves his community and a female truck driver who paves her own path to show up for those in need. By connecting the 12-hour-relief with a storytelling pay-off, we gave meaning to a product benefit.
We developed a new, modern look and feel that optimized existing brand elements and developed a suite of photo and video assets. We also created a series of tactical social, digital and in-store assets to drive conversions. Sales and awareness improved drastically and in a matter of weeks.
DIRECTOR
KingShe
For the year two extension of the campaign, we broke category stereotypes around arthritis pain.
