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Advil Liqui-Gels

Advil's fast and effective ibuprofen tablets are now in an easy-to-swallow gel pill. Get fast liquid relief, right where you need it most.

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.

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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

  • Fast-acting

  • Well-known brand with a strong reputation for effectiveness

  • Medical conditions or allergies that prevent them from using the product.

  • Side Effects: Stomach upset, heartburn, dizziness, kidney issues, etc.  

OPPORTUNITIES

THREATS

  • Convenient to pack and carry without worrying about spills or bulky packaging.

  • Education and validation. A small proportion of the target audience recognizes the significance of dysphasia.

  • Motrin Liquid Gels

  • 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

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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.

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  • Color Meaning​
    • ​The Advil color palette represents the brand as reliable and professional.

      • Yellow - happiness and relief when the pain is gone

      • Blue - Contrast to yellow/happiness. 

  • Typeface: Futura

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