CHALLENGE

Nurofen (ibuprofen-based painkiller) has had success in many markets.

But a perfect storm was gathering:

-It had become known as a strong product for strong pain at a premium price.

-Their marketplace was increasingly commoditised

-Their communications environment suffered from category clutter - functional differentiation wasn't enough.

Known only for its function, Nurofen lacked emotional connection - leaving its premium exposed and little scope for cut-through.

A brand problem had become a business problem.

STRATEGY & GOALS

A deeper connection called for a strategic shift:

From being a strong product for strong pain - to becoming a strong brand for strong people.

Nurofen needed to break category conventions and its own conventions.

IDEA

Life is bigger than pain.

It turns out that people who use Nurofen live life a certain way. They're not life’s whingers. They live big lives. They have a particular positive attitude to life and pain:

The Lives Bigger than Pain campaign celebrates their attitude by featuring real people (like them) living big lives.

An integrated campaign launched in key markets in 2013 and is rolling out globally.

RESULTS (to date)

Value share growth in year1 (faster than expected)

Record TV ROI

Key brand measure gains

2013 Launches:

UK February

Russia March

Ireland April

Every market localised differently, but the broad approach was:

Critical to launch with a big bang for the brand idea - so used long copy 60" anthem TV, with posters, press and cinema.

This was backed up by commuter media, ambient, digital placements (owned, earned and paid), social media and instore placement

As campaign took hold, (month 2+) shorter length copy and a pulse approach was used for TV, with quarterly calendar of big lives initiatives and product focus was implemented.

The originality and strength of the idea was proven out in quantitative research - response to the proposed approach was fantastic:

- The idea of Big Lives resonates well

- It's a fresh approach for the category

- It reframes pain and reframes Nurofen as a brand with a bigger picture in mind

- It's great for Nurofen to do this

Results have exceeded goals set overall - even at this early stage, as we're still building momentum.

(further detail in confidential section)

Grow share

- Business value share growth is proven in markets after only 1 year. (Highest TV ROI gains seen in past 5 years from econometrics study.)

Grow Brand dimensions

- We grew relevance

- We added emotion to function

- We gave the brand a voice beyond the rational

- We made it say something about users

Success against these objectives was judged by shifts in key brand metrics – significant positive gains have been recorded across the board.

Additionally, very positive results from social media initiatives - further proving engagement with the campaign. Our overall digital reach exceeded 40 million, and yielded over 3 million social interactions.