Nurofen positions as lifestyle brand

Nuforen is shifting the approach of its advertising to communicate the lifestyle benefits of using its pain relief products, rather than focusing on pain.

Nurofen aims to build ‘emotional resonance’ with new campaign.

A £2m TV ad campaign launches today (11 February) in a bid to build greater “emotional resonance” alongside what it says is “established functional brilliance”.

Ads use the new strap line “for people with lives bigger than pain” and features people, including wildlife cameraman Doug Allan, who the brand says “trust Nuforen to deal with their pain so they can get on with their day”.

Nurofen is promoting its range of products within one brand campaign rather than running separate ad campaigns for individual products as it has done in the past.

It is one of the biggest campaigns the Reckitt Benckiser-owned brand has launched.

The campaign also includes outdoor, social and press advertising and, in a first time for Nurofen, cinema advertising. The cinema ad will take advantage of the new digital technology implemented by cinema sales house DCM for a one day campagn.

Nurofen is the largest pain relief brand in the UK according to Nielsen data and claims to be the fastest growing pain relief brand globally.

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