The New Year brings a new look for Nurofen, the fastest growing analgesic brand globally, with the launch of a revolutionary multimedia campaign worth more than £11 million.
It includes TV, print and outdoor advertising and a new-look website, followed closely by online advertising, interactive online TV, instore activity, experiential activity, PR and new packaging.
The campaign aims to present a new, modern look and feel for the brand, reinforcing the message that Nurofen ‘targets pain right at its source’.
It aims to increase usage through breaking category conventions to deliver entertaining messaging, and introduces a new animated hero for Nurofen.
The creative, developed by Mother Advertising - Reckitt Benckiser’s appointed agency for the campaign – unveils a simple and magical brand world where consumers see a new animated character, Nuro, going straight to the source of pain, to provide the most effective relief possible.
“We are extremely excited about the new direction that this campaign is taking the brand,” said Marketing Director of Reckitt Benckiser, Stefan Gaa.
“We expect the investment to enhance our position in the analgesics market globally, to modernise our brand and reinforce the role and relevance of Nurofen in consumers’ lives.”
All media planning and buying has been handled by Reckitt Benckiser’s new agency Zenith. A new-look website will complement the TV creative, including a new look and feel for the brand to help consumers understand how to manage their pain better.
The launch will also be complemented by a 360 PR campaign which includes print and radio news generation, a new microsite, advertorials and competitions.