Nurofen on ‘redefining’ its role as a category leader

Nurofen has been “redefining what it means to lead” by breaking away from category norms to focus on emotional storytelling rather than efficacy messages.

The brand, which is owned by Reckitt, was speaking at Kantar’s Ignite conference today (19 March), alongside creative agency partner McCann London. Nurofen was speaking about how it has brought about a step change in the category through its ‘See My Pain’ campaign, which won bronze in the 2024 IPA Effectiveness Awards.

A few years ago, Nurofen had been somewhat struggling. Under pressure from private label competition sales had dipped and the business was being outspent by rivals, resulting in a loss of share.