maurina iannuzzi
creative strategist
objective
Increase awareness among adults aged 65 and older that Advil Liqui-Gels are designed for easy swallowing, offering a fast, effective pain relief option for those who may struggle with traditional pills.
big idea
There are some tough pills to swallow, but Advil Liqui-gels is not one of them. Advil is not a tough pill to swallow.
deliverables
Student Work as copywriter
research
>30%
Patients over 65 years old in institutions, are affected by swallowing disorders [1]
80%
Older adults over the age of 65 categorized 250 mg oval tablets as 'well swallowable' [2]
22.7%
Those suffering from swallowing disorders have visited their healthcare professional in order to address the condition. [3]
Advil Liqui-Gels
STRENGTHS
WEAKNESS
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Fast-acting
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Well-known brand with a strong reputation for effectiveness
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Medical conditions or allergies that prevent them from using the product.
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Side Effects: Stomach upset, heartburn, dizziness, kidney issues, etc.
OPPORTUNITIES
THREATS
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Convenient to pack and carry without worrying about spills or bulky packaging.
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Education and validation. A small proportion of the target audience recognizes the significance of dysphasia.
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Motrin Liquid Gels
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Those who have tried and failed with tablets may be unwilling to try again.
[1] Vallet, T., Michelon, H., Orlu, M., Jani, Y., Leglise, P., Laribe-Caget, S., Piccoli, M., Le Fur, A., Liu, F., Ruiz, F., & Boudy, V. (2020). Acceptability in the Older Population: The Importance of an Appropriate Tablet Size. Pharmaceutics, 12(8), 746. https://doi.org/10.3390/pharmaceutics12080746
[2] Hummler, H., Stillhart, C., Meilicke, L., Grimm, M., Krause, E., Mannaa, M., Gollasch, M., Weitschies, W., & Page, S. (2023). Impact of Tablet Size and Shape on the Swallowability in Older Adults. Pharmaceutics, 15(4), 1042. https://doi.org/10.3390/pharmaceutics15041042
[3] Drumond, N.; Stegemann, S. Better Medicines for Older Patients: Considerations between Patient Characteristics and Solid Oral Dosage Form Designs to Improve Swallowing Experience. Pharmaceutics 2021, 13, 32. https://doi.org/10.3390/pharmaceutics13010032
Arthur Campbell
Age: 83 / Gender: Male / Occupation: Retired / Channels: Facebook, AARP, The Golf Channel
Pain Points: Arthur's youngest grandaughter has just graduated high school. As she heads off on her new endeavor, he decides it's time for one of his own. He and his wife love to travel, and they keep a scrapbook of their adventures around the world. However, Arthur suffers from arthritis in his knee, and his latest flare-up has postponed his travel plans for quite some time. Arthur's doctor recommends ibuprofen for pain management, but Arthur can't find a pill he is able to swallow. He has given up hope and resorts to the hassle of liquid medication. IThe inconvenience doesn't end there. As avid travelers, Arthur and his wife face the daunting task of carting around multiple bottles of liquid ibuprofen on their adventures. The thought of leaks, spills, or worse yet, running out mid-journey, weighs heavily on Arthur's mind, casting a shadow over their travel plans.
Advil Liqui-Gels offers Arthur a convenient and effective solution for managing his knee pain, providing fast relief without the hassle of swallowing pills. Arthur can easily take his pain medication on the go, eliminating the need to carry around multiple bottles and ensuring he can embark on his travel adventures with ease. By choosing Advil Liqui-Gels, Arthur regains the freedom to pursue his passion for exploration without compromise.
brand guide
The Advil visual identity is bright and strong. Its text-based, minimalistic logo adds a sense of expertise that lets the brand stand out on the shelf.
- Color Meaning
- The Advil color palette represents the brand as reliable and professional.
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Yellow - happiness and relief when the pain is gone
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Blue - Contrast to yellow/happiness.
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- The Advil color palette represents the brand as reliable and professional.
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Typeface: Futura