Editing Advil

{{short description|American brand of ibuprofen}}
{{For|information about the primary active ingredient of most Advil|Ibruprofen}}
{{Use mdy dates|date=September 2024}}
{{Use American English|date=September 2024}}
[[File:Advil Pills (48609832971).jpg|thumb|A version of Advil [[Tablet (pharmacy)|tablets]]]]
'''Advil''' is primarily a brand of [[ibuprofen]] (a [[pain reliever]] in the [[non-steroidal anti-inflammatory drug|nonsteroidal anti-inflammatory drug]] category).<ref name=britannica>Britannica, T. Editors of Encyclopaedia. [https://www.britannica.com/science/ibuprofen "ibuprofen."] ''Encyclopedia Britannica''.</ref> Advil has been called a "megabrand" because it offers various "products for a wide range of pain, head cold, and sleep problems."<ref name="insights">McQueen, Josh (2012). ''Building Brand Trust: Discovering the Advertising Insights Behind Great Brands''. Xlibris Corporation. p. 292. {{ISBN|9781477105023}}.</ref>

==History==
The brand first entered the American market in 1984 through [[Whitehall-Robins|Whitehall]]<ref name=cases>{{cite book | title=Pharmaceutical Marketing: Strategy and Cases | publisher=CRC Press | author=Smith, Mickey C. | year=1991 | pages=319 | isbn=9781439810910}}</ref> (itself a division of [[Wyeth]], which was purchased by [[Pfizer]] in 2009),<ref name="nature">Sheridan, C. "Pfizer swallows Wyeth, validates niche buster." ''Nat Biotechnol'' '''27''', 218–219 (2009). https://doi.org/10.1038/nbt0309-218.</ref> the same year ibuprofen gained [[Food and Drug Administration]] (FDA) approval for [[over-the-counter]] (OTC) sales in the United States (being available via prescription since 1974).<ref name="nineteen Eighty-Four">{{cite news | url=https://nyti.ms/4d9wgcC | title=Scramble Over Pain Relievers | work=The New York Times | date=June 4, 1984 | author=Hollie, Pamela G. | page=D1}}</ref><ref>[https://www.newspapers.com/article/the-columbus-ledger/172056852/ Full-page advertisement], ''[[Columbus Leader]]'', November 25, 1984, page 195.</ref> Advil and a competing OTC ibuprofen brand, Nuprin, were first announced to the public on May 18, 1984, the same day that the FDA approved OTC sales of ibuprofen. Within a week of the announcement, Advil was available for purchase at some stores.<ref>[https://www.newspapers.com/article/the-kalamazoo-gazette/172056945/ "Upjohn drug gets FDA OK"], ''[[Kalamazoo Gazette]]'', May 19, 1984, front page.</ref><ref>[https://www.newspapers.com/article/the-courier-news/172057308/ Advertisement], ''[[Courier News]]'', May 26, 1984, page 4.</ref> Within ten years of having a market presence, it outsold [[Bayer Aspirin]] and was a fierce competitor to [[Tylenol (brand)|Tylenol]] (primarily a brand of [[acetaminophen]]).<ref name="excellence">{{cite book | title=Icons of the American Marketplace: Consumer Brand Excellence | publisher=American Benchmark Press | year=2007 | pages=8 | isbn=9780307383457}}</ref> In the mid-1990s, for example, it held 13% of the multibillion-dollar over-the-counter American market for [[analgesics]].<ref name="ibuprofen">{{cite book | title=Ibuprofen: A Critical Bibliographic Review | publisher=CRC Press | author=Rainsford, Kim D. | year=2003 | pages=424 | isbn=9780203362587}}</ref>

==Varieties==
[[File:ADVIL.jpg|thumb|One variety of Advil]]
In 2023, there were 23 varieties of Advil available on the U.S. market including:<ref name="fda">{{cite book | title=Approved Drug Products With Therapeutic Equivalence Evaluations (Orange Book) | publisher=Food and Drug Administration | year=2024 | edition=44}}</ref>

*Advil
*Advil Liqui-Gels
*Advil Migraine Liqui-Gels
*Infant's Advil
*Pediatric Advil
*Junior Strength Advil
*Children's Advil
*Flavored Children's Advil
*Advil Dual Action With Acetaminophen ([[Ibuprofen/acetaminophen#Brand names|Ibuprofen/acetaminophen]])
*Advil PM (with [[Diphenhydramine#Sleep|Diphenhydramine]])
*Advil Cold And Sinus (with [[Pseudoephedrine#Brand names|Pseudoephedrine]])
*Advil Congestion Relief (with [[Phenylephrine]])
*Advil Allergy Sinus (with [[Chlorpheniramine]] and Pseudoephedrine)
*Advil Allergy And Congestion Relief (with Chlorpheniramine and Phenylephrine)
*Advil Multi-Symptom Cold & Flu (with Chlorpheniramine and Phenylephrine)
*Children's Advil Cold (with Pseudoephedrine)
*Children's Advil Allergy Sinus (with Chlorpheniramine and Pseudoephedrine)

==Marketing==
Marketing campaigns for the brand (some including celebrities like [[Regis Philbin]]) have pushed slogans such as "Take Action. Take Advil." and have been presented under the premise of "True Advil Stories";<ref name="philbin">{{cite book | title=Are Your Prescriptions Killing You?: How to Prevent Dangerous Interactions, Avoid Deadly Side Effects, and Be Healthier with Fewer Drugs | publisher=Simon and Schuster | author=Neel Jr., Armon B. & Hogan, Bill | year=2013 | pages=105 | isbn=9781451608403}}</ref> the brand has also been involved in sponsorship deals such as with [[Major League Pickleball]].<ref name="pickleball">{{cite news | url=https://www.sportsbusinessjournal.com/Articles/2024/06/25/major-league-pickleball-advil-sponsor | title=Major League Pickleball adds Advil as sponsor | work=Sports Business Journal | date=June 5, 2024 | author=Schaefer, Rob}}</ref>

==See also==
*[[Haleon]]
*[[Wyeth#Wyeth Consumer Healthcare Products (changed to Pfizer Consumer Healthcare, GSK Consumer Healthcare, and finally Haleon)|Wyeth Consumer Healthcare Products]]
*[[Ibuprofen]]

==References==
{{reflist}}

==External links==
*{{Official website|https://www.advil.com/}}

[[Category:Drug brand names]]
[[Category:Analgesics]]
[[Category:Products introduced in 1984]]