• by Les Luchter , April 13, 2026

In an Instagram video, New York Knicks basketball star Karl-Anthony Towns picks up a medicine bottle in his home, sees an expired date and goes to the “Advil Exchange,” where “you scan an expired over-the-counter pain product and unlock a code to switch to Advil.”

“I care about what I take to focus on recovery,” Towns adds. “Advil targets the pain caused by inflammation… and Advil Exchange helps you stop grabbing whatever's there and choose what actually works.”

The Advil Exchange is a novel approach being used to convert acetaminophen pain relief users -- including those of Kenvue’s Tylenol -- to the Haleon-owned ibuprofen pain relief brand.

Scanners receive a $3-off coupon good on Advil Liqui-Gels at Walmart, Dollar General, Kroger, Albertsons, Food Lion, Family Dollar, Safeway, Meijer, Walgreens, CVS, and Giant Eagle.

Anyone can actually go to AdvilExchange.com and get the coupon whether or not they have expired pain relievers at home, but the campaign allows Advil to talk about its strengths against acetaminophen

“Turn your expired pain product into real strength,” says one piece of content provided to media. “Advil fights pain caused by inflammation, acetaminophen does not.”

Along with posts from Towns, content promoting the Exchange is being run on paid, owned and earned channels, the brand tells Marketing Daily.

To support the Advil campaign, the brand points to “research showing consumers have an average of 13 unused or outdated prescriptions in their medicine cabinets. That research, out of Finland in 2024, found that “the most common unnecessary medicines were analgesics (41.4%).”