ADVIL STEPS UP ADVERTISING
By Adnews Staff
Whitehall-Robins of Mississauga has stepped up advertising for its Advil pain relief medication. The ads reach consumers as they walk up the steps of Toronto's SkyDome. The creative, from Young & Rubicam, appears in the 100-level seating area of the stadium. As visitors climb each concrete step they see the word "OUCH." At the top, the final step displays the tagline "Advil. For today's tough pain." Media placement was handled by The Media Edge of Toronto. This is the first advertising of this kind to appear in SkyDome. The concept is intended to remind consumers that Advil relieves pain at a time when they may be experiencing muscle pain from climbing the stairs. "We believe this piece will hit the consumer where it hurts," said John Farquhar, president and chief executive of Young & Rubicam Canada. The creative will run until March 2002. A similar ad appears on the stairs of Toronto's Union Station this month.