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ADVERTISING CAMPAIGNS

Nurofen ‘Headaches’ advert

Agency: Mother

Client: Nurofen

Nurofen’s hugely successful £11 million multimedia marketing campaign is launching its third phase with the brand new claim “Nurofen provides faster and longer relief from headaches than paracetamol”.

Head to head comparisons have been made between Nurofen 200mg tablets and paracetamol*, which demonstrate that Nurofen, the best selling analgesic brand globally, provides both faster and longer pain relief than paracetamol for headaches.

The claim is set to challenge consumers purchasing decisions; research has shown that 52% of consumers would use paracetamol to treat their headache pain.

The innovative advertising campaign developed by the creative agency Mother will bring the scientific proofs to life, with a third chapter in the TV-led Nurofen story.

Nuro, the courageous animated superhero, steps in to use the pain targeting effects of Nurofen to eliminate a group of five anti-heroes:  ‘The Headaches’.  With an opening sequence reminiscent of the film Reservoir Dogs, “The Headaches” are stopped in their tracks as Nuro targets them with Nurofen and turns them into fluffy ‘Reliefs’.

 In addition to featuring on TV, the claim will also appear: in print, on interactive online TV, through in-store activity, throughout PR and also within experiential activity.

 “Nurofen is a brand recognised worldwide and now with Nuro the animated character, we have an even stronger identity,” said Marketing Director of Reckitt Benckiser, Stefan Gaa.

“This creative takes the story a step further and allows us to communicate that Nurofen is effective at providing faster and longer relief from headaches than paracetamol.”

AJR
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