Nurofen: See my pain

Nurofen, a pain relief brand, created the first-ever annual Gender Pain Gap Report in the UK to build brand engagement by creating an emotional connection, rebuild Nurofen loyalty, trust and relevance, and rapidly stem five years of decline.

Campaign details

Title: See My PainBrand: NurofenProduct: NurofenIdea: McCannCountry: United Kingdom

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 years +UNITED KINGDOMNon-specificOtherMiddle£28.3 million - media & production

Why is this work relevant for Creative Effectiveness?

Nurofen had suffered 5 years of decline and when things looked like they couldn't get any worse, health professionals publicly demonised the brand, leading to plummeting sales.

Facing calamity, we took a new direction. Instead of doubling down on tried and tested product efficacy comms, we made...

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