Nurofen Uses Cinema To Target People ‘With Lives Bigger Than Pain!’

Reckitt Benckiser Group plc. has chosen cinema for the first time to promote its Nurofen brand. The brand has utilised the new flexibility DCM offers advertisers taking advantage of the ability to book any day of the week and ran for one day on 13 February.

The overall campaign has been designed to add emotional resonance to Nurofen’s established functional brilliance and generate greater awareness of the reasons people reach for Nurofen products. It targets people ‘with lives bigger than pain’ and continues to promote the whole Nurofen family as a trusted brand chosen by all those who try and squeeze as much out of life as possible and won’t let pain, whatever that pain may be, get in the way of them living life to the full. The new ads focus on real people with amazing lives who trust Nurofen to deal with their pain so they can get on with their day.

“Using cinema in the campaign was a great way to communicate the emotional message we had created, the new flexibility of cinema allowed us to be tactical in our scheduling and leverage the freedom that digital has brought to the medium.” said Nicola Treacher, Marketing Manager at Reckitt Benckiser.

Joe Evea, Commercial Director at DCM, said “Digital has transformed cinema, allowing clients to plan faster, more flexibly and in more creative ways than ever before. The emotional and engaging nature of the cinema environment is a great fit for the campaign objectives of Nurofen”.

The media for this campaign was booked by ZenithOptimedia and the creative was handled by Havas.

The campaign, developed by Havas Worldwide, is also running in TV, print, outdoor and other out-of-home media. There is online activation activity including social media, a series of consumer events, films hosted on YouTube featuring the stars of the initial television campaign, and other activation activities developed by Cake, part of the Havas group. The new campaign is expected to reach over half of the UK population at launch.

Alasdair Graham, Global Executive Creative Director for Reckitt Benckiser at Havas Worldwide, said: “The new ‘Lives bigger than pain’ campaign establishes a global platform for Nurofen that is as big as it is inspiring. It celebrates people with a passion for getting on with life."