Nurofen has launched a new global brand platform, ‘Leave the Pain to Us’, that will encompass all of its product ranges, including headache treatment, body pain management and kids fever as well as pain relief for everyday and acute pains.
The platform aims to re-energise the pioneering brand with optimism, emotion and energy, as well as a clear purpose and a bold new brand world.
Created with McCann London the platform is a confident step for the pain category, understanding that although pain is an inevitable part of life, it should not hold you back. It sees a major shift for Nurofen from being predominantly product focused to empowering consumers to live life while managing pain. The communication campaign celebrates this point of view with integrated content aiming to give people the tools and encouragement to help avoid getting in pain in the first place and managing their pain when this is possible.
Founded on the insight that people don’t want to be held back by pain and that they just want to get on with life, Nurofen’s expertise in pain management and its range of products allow users to “leave the pain to us (Nurofen)”.
The first product campaigns to launch under the new platform are for Nurofen Express Liquid Capsules and Nurofen for Children Suspensions. Nurofen Liquid Express capsules are specifically developed to provide fast and effective headache relief, allowing consumers to get on with the important things in life. The integrated campaign will feature TV, targeted social, digital and HCP communication. This will be accompanied by a campaign for Nurofen for Children Suspensions that highlights up to eight hours of fever relief so kids can get on with enjoying the fun and games.
This launch will also be supported by a high-impact brand OOH campaign and brand film that show consumers in a variety of scenarios ‘leaving their pain’ to Nurofen.
Global Category Director: Ryan Dullea
Marketing Director: Charlotte Schloesing
Category Manager: Sezi Unluturk
Senior Brand Manager: Marcella Christophersen
Global Strategy Director: Karen Crum
Co-Presidents McCann and CCOs McCann UK: Rob Doubal & Laurence Thomson
Managing Partner: Kate Modeland
Creative Directors: Rob Webster + Alexei Berwitz
Senior Creatives: Richard Holmes + Simon Lotze
Business Director: Georgie Rechner
Planning Partner: Jonathan Brown
Planner: Rebecca Priest
Creative Team: Adam Taylor Smith + Stephen Yeates
Senior Account Manager: Beth Kojder
Senior Account Manager: Omid Faramarzi
Chief Production Officer: Sergio Lopez
Head of Integrated Production: Sophie Chapman-Andrews
Agency Exec Producer: Amos Usiskin
Agency Producer: Rebecca Wilford, Liam White, Ryan Alagar
Creative Makers: Jack Stoten + Connor Wynn
Creative Researcher: Holly Webster
Artworker: Robbie Maynard
Business Affairs Lead: Molly Strasser
Production Company: Blink Ink
Director: Abbie Stephens & DVein
DOP: Will Bex
Production Co Producer: Sam Hope & James Youngs
Production Co Executive Producer: Ben Lole
Editor: Max Windows @Stitch
CG Design: Andres Reisinger
CGI & VFX: Digital Gollum
Music Supervisor: Chris Graves
Production Co/Publisher: Native Music UK
Sound Engineer: Tom Pugh
Sound Studio: Grand Central
Inside Ideas Group
Creative Director: Jo Jenkins
Strategy Lead: Claudia Bennett
Account Manager: Giorgio Forlini