This summer Nurofen is implementing a brand new 360° marketing campaign, incorporating PR, direct marketing and television advertising to support its new claim that Nurofen is scientifically proven to target pain right at its source.
As part of its extensive PR activity, the brand has conducted in-depth nationwide research to identify the UK’s summer pain hot-spots, revealing that Portsmouth, Newquay and Bournemouth are the cities that locals themselves rate as the biggest pains in the country.
The research from Nurofen asked people from 20 cities across the UK to grade their home turf on common summer headache-inducing issues in order to detect the top pain hotspots and help people to avoid these painful destinations during their summer staycations this year.
As almost three quarters (71%) of Brits are planning on taking a staycation this year and over half of the population will visit a British public event over July and August, Nurofen have enrolled Pain Hot-Spot Hit-Squads to deliver cooling water and ear plugs to target the source of the pain for visitors at the events predicted to be the biggest headaches this summer:
Camp Bestival, 24th – 25th July
Cowes Week, 01st – 02nd August
Edinburgh Fringe Festival, 07th – 08th August
The Ashes, 20th – 21st August
Notting Hill Carnival, 30th August
The new television advertisement that will leverage the new claim that Nurofen is scientifically proven to target pain right at its source will air nationwide from August. Direct marketing activity has been taking place in one of the leading UK retailers since the beginning of July. The total campaign is worth over £2million and is set to run over the summer.
The brand manager of Nurofen says, “We are delighted to announce Nurofen’s new claim which applies to all three regular Nurofen formats (Nurofen caplets, tablets and liquid capsules). The intensive marketing campaign we have devised to support the new claim is an exciting project to work on and will continue to be the focus for Nurofen for the rest of the year.”