Already on a downward trajectory for trust, value for money perceptions, and sales, Nurofen was further hit at the start of the Covid pandemic in 2020 by unfounded claims about its ingredient, Ibuprofen. To build back both its brand and sales, Nurofen adopted more empathetic messaging on pain and a particular focus on how women’s pain was not taken seriously. In addition to emotive TV advertising, activities ranged from providing research and training for healthcare professionals to creating 'fake' products dismissing women’s pain. Evidence communications worked includes uplift in brand and commercial metrics, and an estimated £67m of incremental revenue.