Major Ad Campaign Launches to Promote the New Nurofen Cold and Flu Range

Owner of the Nurofen brand Reckitt Benckiser is investing £3m in a campaign to position the Cold and Flu range (launched last month) as a remedy for people who shrug off their illnesses and carry on with their lives.

UK Marketing Director at Reckitt Benckiser, Jerome Lemaire, explained in a recent interview how the Nurofen Cold & Flu Relief range fits with their Lemsip brand: "We will take two different approaches with two different cold and flu brands. Lemsip is all about comfort and taking time off to recover. Nurofen is for the go getters who take a pill and go to work. 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."

Created by Havas, the new television ad will launch tonight, and continues to employ the master brand's "lives bigger than pain" strapline.

It is hoped that Nurofen's existing brand equity will help it succeed in the cold and flu category, which is one of the biggest in the over-the-counter sector.

The new campaign follows Reckitt Benckiser posting a 5% increase in their quarterly revenue last week - they credit this success to increased investment in product innovation and the promotion of their brands.

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