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Nurofen enters cold and flu category with Havas TV campaign

Reckitt Benckiser puts £1.8m behind new positioning for its analgesic brand

Nurofen Havas Worldwide campaignReckitt Benckiser is promoting Nurofen Adult in tandem with Nurofen for Children in a TV ad running throughout the winter. The campaign positions the UK's top-selling analgesic brands as cold and flu remedies – the first time the range has been promoted in this category. 

Reckitt intends the campaign to present a significant opportunity for retailers during the peak cold and flu period, giving the Nurofen brand a firm footing in the cold and flu market. It is already the fastest-growing brand of analgesics globally and the leading analgesics brand in the UK.

The new campaign carries the strapline: 'Nurofen and your family. Better together' with the overall message being the power of Nurofen to alleviate the aches and pains associated with cold and flu. 

 “Sore throats, mucus coughs, colds and that general 'under the weather' feeling are a fact of life for Britons in winter, but they still take the public by surprise and easy access to convenient and effective remedies are always high on the consumer's agenda when it comes to stocking up or the distress purchase to get them through the day,” Mark Pearson, marketing director health & personal care, Reckitt UK told The Directory.

“Trusted brands such as Nurofen mean more when it comes to winter relief versus other OTC categories, when consumers turn to leading brands to help them cope. Trust in the effectiveness and increasingly convenient delivery methods are key drivers for OTC medicines,” added Pearson.

It is also the first time both brands have been co-promoted in the same campaign and the first time Nurofen for Children has been on air since 2009. 

23rd November 2012

From: Marketing



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