1. PAIN CATEGORY
Markets differ across the globe but reports suggest that more than 20% of the world’s adult population suffer from pain-related disorders that would be remedied by some type of OTC analgesic.
The pain category is big, worth €19.3 billion, predictable (no seasonal impact) and is growing around +4.5% (aging population combined with the desire to stay active will continue to fuel growth). 70% of the volume is body pain meaning that to win in the pain category we must win in body.
2. Brand Identity structure
We have evolved the Brand Wheel to the Brand Hive. Some advantages to the evolved framework structure: More focus on the core ideology. Clearer and simpler storyline. Elevated brand story. Wider sustainability impact.
3. brand belief & value
BRAND BELIEF
RELIEVING PAIN HAS A MORE SIGNIFICANT IMPACT THAN WE REALIZE ON OUR LIVES AND THOSE AROUND US
When you reach for pain relief, you have an immediate need in mind: escape from aching, soreness, or discomfort. But when pain leaves a mark, it’s not just a physical one.
The truth is, our pain impacts how we feel in more ways than one. It affects our soul. How we act. How we live our lives. For pain relief to truly be effective, it needs to heal more than what hurts.
BRAND VALUE
LIVING FULLY
The importance of fully participating in the aspects of life that give us purpose.
BELONGING
Recognizing the value of the special bonds we have with others in our lives.
GRITTY DETERMINATION
The resolve to not let pain hold you back.
BRAND INSIGHT
TOLERATING PAIN LEADS TO UNCONSCIOUS COMPROMISES
We serve those with a sense of duty. They take their responsibility to the various roles they have in life seriously. Whether they’re the playful grandmother, the loving cook for the family, the dependable boss or the reliable sports coach, they fight through pain for the same reason: so they can enjoy being there for others and being with those most important to them.
Yet, when tolerating pain they make unconscious compromises, which little by little, rob others from getting the best of them.
4. brand Purpose & Benefit
BRAND purpose
WE FREE PEOPLE FROM PAIN TO GIVE THEIR ALL, FOR OTHERS
Whether pain affects us a little or a lot, it changes us. Distracts us. Confines us. To break free from the shackles of pain takes more than an improvement in how we feel. It takes a change of perspective. An increase in confidence. An invitation to thrive. And the knowledge that every decision we make and action we take is exactly what we want to be doing in the moment.
When it comes to doing what’s right for ourselves and those we care about, none of us should be held back, whether that’s in ways we recognize or ways we can’t see.
BRAND BEnefit
SHOW UP STRONGER UNINTERRUPTED
Aleve takes care of more than our bodies. It takes care of our emotional wellbeing, our sense of spirit, and our self-confidence. And when it does that, it takes care of those around us too. Because when we’re able to bring our best selves to the table, there’s more of us to give. And more of us for others to value.
5. brand impact
ALEVE SUPPORTS THE IMPACT OF LOCAL COMMUNITY HEROES WHO SHOW UP STRONGER FOR OTHERS
Those with feet on the ground and sleeves rolled up, who know how to make a difference in low income communities. By resolving their pain points, we are able to increase the impact of their efforts.
We are not here to just throw money at a problem. We actively engage with these helpers to get them the support they need to make a meaningful difference.
6. brand credibility
WE FREE PEOPLE FROM PAIN TO GIVE THEIR ALL, FOR OTHERS
Whether pain affects us a little or a lot, it changes us. Distracts us. Confines us. To break free from the shackles of pain takes more than an improvement in how we feel. It takes a change of perspective. An increase in confidence.
An invitation to thrive. And the knowledge that every decision we make and action we take is exactly what we want to be doing in the moment. When it comes to doing what’s right for ourselves and those we care about, none of us should be held back, whether that’s in ways we recognize or ways we can’t see.
Learn more about specific elements
LOGO
Our brandmark is confident and progressive which is echoed in our forward moving letter forms. This also helps to reflect our positively enduring and radiantly uplifting principles.
PHOTOGRAPHY
To set us apart from competitors, our lifestyle photography is one of our key assets for bringing to life our Brand Purpose - ‘we free people from pain to give their all, for others’. Our photography needs to tell a distinctive narrative around freedom from pain, connectivity and making an impact using our Design Principles.
BACKGROUNDS
Backgrounds should be in line with our color palette, and use the wave of impact, which sweeps through our world with uplifting optimism and acts as a device to connect people or our products, alluding to a ripple of positivity that endures way beyond pain relief.
COLORS
We use color in a consistent manner in order to build equity and recognition. To make our color palette more distinctive and ownable to Aleve, we are leaning into our Design Principle of ‘Radiantly Uplifting’ to inject a sense of life and movement, as well as linking it back to the sentiment of our arc and Ping assets.