Havas and Reckitt Benckiser launch new Nurofen marketing campaign

Havas has allied with Reckitt Benckiser to support the launch of the new Nurofen cold and flu range with a three million pounds marketing campaign.

A new TV advert premiered on October 28th 2013 and is based around the brand's Lives Bigger Than Pain strapline, with the aim of communicating how the Nurofen Cold and Flu Adult range can help consumers to carry on with their lives, unaffected by disease.

The televised commercial will be accompanied by various supporting activities, such as social media campaigns, in order to help extend the reach of the Nurofen brand into the lucrative cold and flu market.

Reckitt Benckiser wishes to position Nurofen as an alternative to its Lemsip range, which prioritise restful recuperation, rather than the more active approach to overcoming colds highlighted by the new adverts.

Jerome Lemaire, UK marketing director at Reckitt Benckiser, said: "Nurofen entering cold and flu, we believe, is going to bring a lot of incremental sales, as you are talking to different people and a different target audience."

The Nurofen brand was introduced in 1983 and was purchased by Reckitt Benckiser from Boots in 2005.