Advil Named ‘Brand of the Year’ by Major US Consumer Study
Reprint from Pfizer World August 6, 2012
Advil Pain Reliever has been named Brand of the Year in the over-the-counter (OTC) pain relief category by the 2012 Harris Poll EquiTrend study — a national consumer survey that tracks public opinion and brand engagement of more than 1,500 brands in 50 categories.
Developed by market research firm Harris Interactive, The Harris Poll EquiTrend is an annual tracking study that surveys more than 37,000 U.S. consumers to measure and rank their engagement with a brand based on the following three criteria: brand equity, connection and “buzz.”
Brand equity is measured as a composite of consumers’ familiarity, perception of quality and purchase considerations. Consumers are also asked to rate their emotional connection to a brand, including their fit, trust and performance or use. Finally, the poll assesses “buzz,” or how much conversation — online and offline — a brand generates with consumers.
This year marked the 28th anniversary of the brand, which is the world’s No. 1-selling OTC analgesic and available in more than 45 countries. Over the years, Advil has been advertised using local campaigns that have allowed it to resonate with consumers in several different markets.
“Advil has begun an incredible dialogue with consumers, using multiple channels available in today’s marketplace to engage more broadly with consumers,” said Srini Sripada, Franchise Lead, Pain Management, and Pfizer Consumer Healthcare (PCH). “We’ve been able to penetrate culture in ways that build true consumer loyalty to the brand, beyond its functionality as a pain reliever.”
Fibercon, one of the first bulk-forming laxatives offered in a caplet form, also ranked No. 1 in the OTC fiber supplement category of the poll.
“This trusted brand has been on the market since 1987, and while it no longer has extensive marketing support, it continues to have a valuable role in helping consumers maintain their digestive health,” said Sunita Adams, Franchise Lead, Personal Care, PCH.