Advil is the number two analgesic in the US. But Wyeth, its manufacturers, were concerned that they lacked an emotional connection
with their consumers. Added Value were tasked to find out how people really felt about pain relievers in general, and Advil in particular.
Although the study was conducted only in the United States, researchers acted as a global unit - making use of offices as far away
as London. In short, they created an Advil A Team.
Added Value's Emotional Brand Connection tool was also given a new twist. Instead of evaluating the consumer response to a creative
concept, it was used to test an emotion per se.
The results led Advil to choose an innovative 'empowerment' approach to their communication. One of the Wyeth clients described this
very different research process as 'excited discomfort'. The ideas were fresh, fascinating - and clearly not business as usual.