Targeting The Over 40 Crowd: The Advil Fit Over 40 Standards

Client: Edelman Worldwide

Category: Public Relations & Marketing Firm

Background

Advil^® is the leading, over-the-counter, non-steroidal anti-inflammatory drug (NSAID) in the world, generating over $500 million in sales annually. Despite this pre-eminent position, Whitehall Laboratories, the makers of Advil, wanted to expand the Advil franchise to be viewed as part of an overall program to improve health and well-being. In addition, Whitehall anticipated increased competition from the introduction of another major non-steroidal anti-inflammatory drug, Aleve^®, from Proctor and Gamble. RLI was contacted by representatives from Edelman Worldwide on behalf of Whitehall Laboratories to help expand the position of Advil as a component of an overall approach to health and fitness.

RLI's Response

Dr. Rippe agreed to serve as co-chairman of the Advil Forum on Health Education. In this capacity, Dr. Rippe conducted several national satellite media tours in conjunction with baseball legend, Nolan Ryan; traveled to a number of cities around the United States; and developed a variety of materials intended to encourage individuals over age 40 to start and stick with exercise programs. With research funding from Whitehall Laboratories, Dr. Rippe and the research staff at RLI conducted extensive testing on over 400 individuals between the ages of 40 and 79 to establish the first-ever comprehensive fitness standards for individuals over age 40. Dr. Rippe then supervised the writing of two pamphlets describing The Advil Fit Over 40 Standards and how to use the standards to self-assess fitness and begin a fitness program. In addition, Dr. Rippe wrote a best selling book, Fit Over Forty (published by William Morrow, New York), and conducted a 24-city media tour to support this book and The Advil Fit Over 40 Standards.

Results

The research conducted at RLI to establish comprehensive fitness standards for individuals over the age of 40 resulted in six academic publications. In addition, numerous national news stories were generated concerning the entire campaign. Dr. Rippe appeared on Good Morning America and the CBS Morning Show and was interviewed for several front-page articles in USA Today. In addition, hundreds of local media stories appeared concerning this program.