Havas to assist cold and flu campaign for Nurofen

Havas will be carrying out a new marketing campaign with Reckitt Benckiser this winter that will help to expand the Nurofen brand into a new category.

The UK's top-selling analgesic brand is to be positioned as a cold and flu remedy for the first time, with advertisements to focus on the product's ability to address the aches and pains associated with these conditions, reports The Directory.

TV ads will see Nurofen Adult and Nurofen for Children promoted in tandem, allowing Reckitt Benckiser to push the message of these products being suitable for the whole family.

Nurofen is already the fastest-growing brand of analgesics globally and this campaign will allow the manufacturer and retailers to capitalise on the peak cold and flu period.

Mark Pearson, marketing director for health and personal care at Reckitt Benckiser, said: "Trusted brands such as Nurofen mean more when it comes to winter relief versus other OTC categories, when consumers turn to leading brands to help them cope."

Earlier this month, Havas announced that it has formed a new global healthcare media agency called Havas Lynx, following the merger of Euro RSCG Life 4D and Creative Lynx.