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Live Life and Leave the Pain to Nurofen in Latest Campaign

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New global brand platform from McCann London takes the lead in pain management

Live Life and Leave the Pain to Nurofen in Latest Campaign

Nurofen announced the launch of a new global brand platform ‘Leave the Pain to Us’ today that will encompass all of their product ranges including headache treatment, body pain management, kids fever as well as pain relief for everyday and acute pains. In doing so, it is re energising this pioneering brand with optimism, emotion, energy, as well as a clear purpose and a bold new brand world with the iconic Nurofen target at the core.

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 our consumers to live life while managing their 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 their range of products allow users to ‘leave the pain to us (Nurofen)’, across a wide range of everyday pain occasions than people have traditionally associated with Nurofen. 

The first product campaigns to launch under the new platform will be 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 as well as HCP communication. This will be accompanied by a campaign for Nurofen for Children Suspensions which will highlight up to eight hours of fever relief that the product provides 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 which show consumers in a variety of scenarios ‘leaving their pain’ to Nurofen. 

Sezi Unluturk, category manager 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 said: “everyday pain (headaches, backache etc.) 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”

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McCann London

Global Strategy Director: Karen Crum

Co-Presidents McCann and CCOs McCann UK: Rob Doubal &  Laurence Thomson

Managing Partner: Kate Modeland

Creative Directors: Rob Webster + Alexei Berwitz

Senior Creatives: Richard Holmes + Simon Lotze

Business Director: Georgie Rechner

Planning Partner: Jonathan Brown

Planner: Rebecca Priest

Creative Team: Adam Taylor Smith + Stephen Yeates

Senior Account Manager: Beth Kojder

Senior Account Manager: Omid Faramarzi


Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Agency Exec Producer: Amos Usiskin

Agency Producer: Rebecca Wilford, Liam White, Ryan Alagar

Creative Makers: Jack Stoten + Connor Wynn

Creative Researcher: Holly Webster

Artworker: Robbie Maynard

Business Affairs Lead: Molly Strasser


Production Company: Blink Ink

Director: Abbie Stephens & DVein

DOP: Will Bex

Production Co Producer: Sam Hope & James Youngs

Production Co Executive Producer: Ben Lole


Editor: Max Windows @Stitch

CG Design: Andres Reisinger

CGI & VFX: Digital Gollum 

Music Supervisor: Chris Graves

Production Co/Publisher: Native Music UK

Sound Engineer: Tom Pugh

Sound Studio: Grand Central

Inside Ideas Group

Creative Director: Jo Jenkins

Strategy Lead: Claudia Bennett

Account Manager: Giorgio Forlini

Genres: People, Dialogue

Categories: Health care, Beauty & Health

McCann London, Wed, 21 Oct 2020 10:15:56 GMT