Nurofen: Turning Heads in the Analgesic Market
Ibuprofen based analgesic, Nurofen launched in 1983. Brand association with 'strength', had been highly successful, but feared it was losing momentum and was in danger of becoming a niche brand. Strategy was based on how consumers really felt about pain. Objective: to widen awareness and encourage trial. Media: 3 TV bursts. Evaluation: Sales increased most in advertised periods. Especially good sales in pharmacies such as Boots. Nurofen performed above the market leading to 1.8% uplift in value and 0.4% in volume, year-on-year. Increased brand awareness.