Reclaiming emotional strength in a commoditized pain category. 

 

Haleon - Advil ​

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Before this work began, Advil was trapped in a highly functional problem–solution space. While the brand owned a core equity around strength and effectiveness, that power was being communicated almost entirely through rational claims in a category defined by heavy switching, generic competition, and price pressure. The challenge was clear: reassert Advil’s strength in a way that emotionally resonated and justified its price premium.

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Leading strategy for the brand in the U.S., I guided a team of strategists and partnered closely with creative leadership to redefine what strength could mean in people’s lives. The strategy moved Advil beyond symptom relief toward a more human articulation of strength, one rooted in resilience, resolve, and the ability to push through what life throws at you. This reframing created an enduring brand platform that elevated Advil from a functional choice to an emotional one, restoring meaning to its premium position.​

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The work resulted in a new long-term positioning and a campaign designed to activate it in culture, helping Advil stand apart in a crowded, interchangeable category. By anchoring the brand in emotional strength, not just clinical performance, we rebuilt relevance, reinforced value, and gave Advil a clearer role in consumers’ lives.​

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Contribution

• Brand diagnosis and problem analysis

• Growth lever defintion and equity measurement

• Led U.S. brand strategy and strategic vision for Advil

• Repositioned the brand to elevate emotional value and justify premium pricing

• Category and consumer insight development in a high-switching market

• Guided the strategic platform and creative brief

• Consulted on creative and campaign activation

• Led and mentored a cross-functional strategy team

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Agency

VML​ New York (with Grey New York) ​

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