Nurofen Cold and Flu
Summary of work
Nurofen, the number one selling pain relief brand in the UK: the launch of the new Cold and Flu range to the UK consumer market
The cold and flu market saw an increase of 3.5% in 2012, the launch of the new range looked to harness further market reach for the Nurofen brand in 2013 and beyond. The launch of Nurofen Cold and Flu was the biggest healthcare initiative of the year for Reckitt Benckiser and a dynamic, fresh launch strategy and creative platform was required.
The brief was to engage and involve Nurofen’s target audience with the Nurofen Cold and Flu brand and range. The brief had further campaign targets: to provide collateral for social media and press office outreach.
To launch the Nurofen Cold and Flu range the Live Winter Big strategic platform was devised. This included a direct-to-consumer event, to grab the attention of the target audience and interrupt their daily routine.
The campaign exceeded KPIs and targets: press office activity achieved over 10 million opportunities to see, over 500,000 people were reached via social media and the range was directly discussed with 7,000 consumers.
The Nurofen Cold and Flu range launch achieved in excess of a 6% market share, well exceeding expectations.
This is a really nice, creative campaign with good use of experiential techniques to drive social media and harmonise the messaging of the brand. It is highly targeted, showed good evidence of outcomes and has clear direction and longevity.