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The work out adage of “no pain, no gain” is a bit outdated if you ask the folks at Advil. 

In an effort to change mindsets about pain, the ibuprofen brand recently unveiled a new mantra. 

With The Strength Shift effort, the Haleon brand argues that real strength is about confronting and treating pain — not merely pushing through it.

To introduce the concept, Advil has called on fitness entrepreneur and wellness influencer, Amanda Kloots, to promote the pain reliever through targeted workouts. 

Kloots created and led a first-of-its kind workout experience in New York City on July 29.

There, she demoed the Strength Shift exercises she developed with Advil, a workout that combines mindful movement with resilience-building exercises.

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A post shared by Amanda Kloots (@amandakloots)

Renato Camera, VP of the U.S. pain division at Haleon, credits Kloots with being more than just a celebrity — she’s a fitness instructor familiar with body pains and how to address them. 

“She brings a lot of those examples of the shift between this ‘grind’ type of culture into more confronting the pain type of culture,” Camera says.

In addition to the Kloots kickoff, Advil also partnered with Tone House, a New York-based strength and conditioning club, for a Strength Shift class series.

Hosted throughout August, these classes combined mindful, intentional movement with strength building while encouraging a mindset shift away from pushing through pain.

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A post shared by Amanda Kloots (@amandakloots)

Noting that about a third of people suffer from pain routinely, Camera adds that these pains are often caused by inflammation. 

This is where Advil sees its value proposition: focusing on pain caused by inflammation with a campaign designed to remind people to keep the brand top of mind when treating pain.

The Strength Shift campaign is already on air across all major platforms, including TV, social media and digital channels. 

Camera says the Strength Shift goes beyond the function of a marketing campaign and instead serves as a larger statement about what is distinctive about Advil within the broader category.

“We’re definitely seeing fantastic connectivity with people,” Camera says. “It has been a positive way to go back to our identity of who we are as a brand, because it’s about minimizing the pain caused by inflammation.”

Part of the campaign, which was led creatively by Grey, with assistance from WPP and VML, also helps promote Advil Targeted Relief.

The product is the first topical pain reliever from Advil, a pain-relieving cream with four ingredients that starts working on contact and provides up to eight hours of relief at the source. It focuses on back and body aches, sore muscles, sprains and strains as well as arthritis and joint pain.

The product launch has been a major effort for the brand, Camera notes, especially as the topical segment has been growing in sales by roughly 3.2% year-over-year. 

“Historically, it has been growing at a significant pace, and that’s definitely an opportunity, because consumers are shifting behaviors,” Camera says.

Ultimately, Camera and Advil hope the Strength Shift is part of the pain conversation moving forward.

“This is just the start,” he says. “I honestly believe that what we’re saying under this new campaign could apply to any evolution of campaigns in our future.”