Ad Testing Case Study: Topical Painkillers
How emotionally engaging are TV ads promoting topical painkillers?
Reality shows that it is not easy to develop and produce exciting and emotionally engaging adverts for OTC products – such as pain gels and heat patches.
There are strong limits to what brands in this space can and cannot do, and the topic of medication is less joyful than what many other brands, e.g. from the FMCG world, can play with.