The pain relief section of drug stores is bulging with a wide variety of competing products, so when the multi-national giant McNeil Pharmaceuticals the makers of Motrin decided that they should take a fresh look at both their product and the market, they turned to Synecticsworld.


Their task was to:

  • Identify a unique and differentiated over-the-counter target market.
  • Determine the key motivating insight(s) that resonate with this consumer segment.
  • Create a positioning platform against which McNeil and Motrin could drive messaging and communication.


With the help of Synecticsworld’s proven techniques, the project not only achieved its goals but Motrin experienced a 31% growth over the period of two years, making it one of the most popular nonsteroidal anti-inflammatory drugs on the market, not only for adults but also for children whose doctors, parents and care-givers can choose from Children’s Motrin, Motrin Gold, Motrin Junior Strength, or Infant’s Motrin.


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