PEGGY CARROLL

ALEVE

This goal of this campaign was to get active 40–50 year olds who were just beginning to feel their aches to switch to the 12-hour pain relief of ALEVE.

12 FOR 12 CHALLENGE

At least a decade before the creation of Fitbit, this campaign gave active adults credit and deals for logginig their activities. If they logged 12 hours a month for 12 months, they were eligible for prizes. A special page on Aleve.com sustained excitement throughout the year.