Dollar General shoppers often have to make painful decisions when it comes to what they buy. For every item that goes into their basket, another item likely needs to come out. So how do you convince consumers to invest in pain relief over other essentials? Great question. This led us to think about pain in a non-traditional way. The vast majority of our target works in manual labor jobs and are paid by the hour, which means nothing hurts their bottom line like not being able to work. In other words, they literally cannot afford not to work. So we adapted Advil’s “What Pain” campaign with a clear insight, resulting in significant growth in sales and market share – all through our Gold Effie winning (Grand Effie finalist) campaign.
Chris Stevenson 