RB launches £3m campaign for Nurofen Cold and Flu range

Reckitt Benckiser is backing the launch of the Nurofen Cold and Flu range with a £3m campaign that positions the sub-brand as a remedy for people who shrug off their ailments and get on with their lives.  


A television ad, created by Havas, breaks tonight (28 October) and uses the master brand’s “lives bigger than pain” strapline. The ad and supporting activity focuses on the Nurofen Cold & Flu Relief GSL line.

The range launched last month. Reckitt Benckiser is hoping Nurofen’s brand equity will help it succeed in the cold and flu category, one of the biggest in the over-the-counter sector.

Jerome Lemaire, UK marketing director at Reckitt Benckiser, told Marketing Week in August the range sits well next to its Lemsip brand.

He added: “We will take two different approaches with two different cold and flu brands. Lemsip is all about comfort and taking time off to recover. Nurofen is for the go getters who take a pill and go to work. Nurofen entering cold and flu we believe is going to bring a lot of incremental sales as you are talking to different people and a different target audience.”

Last week, Reckitt Benckiser credited increased investment in brands such as Nurofen and its decision to spend extra on product innovation after posting a 5 per cent increase in quarterly revenue. 

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here