The campaign seeks to position Nurofen Express as superior to non-branded ibuprofen and features the claim “Nurofen Express targets pain twice as fast as standard ibuprofen found in many supermarkets”.
The TV, radio and online campaign, created by Mother, will run until 31 March.
It continues the campaign creative that launched in January with a new animated character called Nuro Express.
Activity will be backed by in-store executions including line plinths, shelf barkers and wobblers, header boards, bus stops, FSDUs, checkout trays and counter top units, experiential activity, and PR.
Stefan Gaa, Reckitt Benckiser marketing director, says the ads allow Nurofen “to effectively communicate the sub-brand’s superiority over supermarket standard ibuprofen alternatives.”
In January, Nurofen revived its packaging with a new look designed to reinforce the message that Nurofen ’targets pain right at its source”.