The campaign, created by Mother, takes in TV, print, and outdoor advertising as well as an experiential and PR campaign featuring psychologist Corinne Sweet.
The 30-second ads feature a new animated character, “Nuro”.
The brand packaging is also being refreshed to give it a “modern look and feel for the brand, reinforcing the message that Nurofen ‘targets pain right at its source”.
The brand’s website is also relaunching at the same time with a design to complement the TV creative to help consumers understand how to manage their pain better.
Stefan Gaa, marketing director of Reckitt Benckiser, says: “We are extremely excited about the new direction that this campaign is taking the brand. 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.”
The TV media planning and buying has been handled by ZenithOptimedia.