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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.