Nurofen launches ‘Leave the Pain to Us’ global brand platform

By The Drum Network, Staff Writer

October 27, 2020 | 4 min read

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.

Nurofen OOH

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.

Sezi Unluturk, category manager at Nurofen, said: “With our partners McCann, we’ve built a brand platform that helps us showcase the science and innovation from Nurofen. As an expert in pain, we are committed to never stop researching and investigating ways in which we can build treatment options that help stop pain getting in the way of people’s days and lives because we know that life, not pain, is what’s important.”

Karen Crum, global strategy director at Nurofen, added: “Everyday pain (headaches, backache, and similar) aren’t a subject matter that people want to talk about, think about or deal with. Wherever they are in the world and whatever their everyday pains, they just want them to go away so they can get on with living their lives to the full. We felt a relatable, smarter and positive take on how people feel about everyday pain was needed – it’s inevitable, and part and parcel of life, but it should not hold anyone back. The new ‘Leave The Pain To Us’ brand platform for Nurofen is designed to help people find the methods and information they need to help with the pain, so that it doesn’t get in the way of their day and is addressed appropriately with consultation of a healthcare professional when necessary.”