Nurofen Express relaunches with new formulation

The introduction of Nurofen Express was Reckitt Benckisers biggest ever product launch and the most significant in the pain relief category for the last five years.

It strengthened the pain relief market and resulted in a brand share of almost 30% for Nurofen.

Now this relaunch aims to both entice new consumers to the market, as well as encourage existing pain relief users to trade up to Nurofen Express for a faster solution to their pain.

With high expectations to grow the pain relief category by both value and volume, the re-launch will be supported by an integrated marketing campaign worth 10 million.

Communication will include heavy in-store activity, new TV and outdoor advertising and widespread media relations. The first burst of advertising will air from 22 September and run until the end of the year.

The well-known Nurofen Express caplet is now joined by two new varieties - the Express tablet to appeal to the presently untapped loyal tablet user and the now smaller, easier to swallow liquid capsules.

The new line up of formats will now meet all the varying needs of pain suffers for fast relief.

The packaging, using the brand colours of green, silver and red, provide strong standout on-shelf so customers can reach for the relief they want without hesitation.

The distinctive design incorporates the Nurofen target with a fast-forward symbol of two arrows, promoting the twice as fast speed at which Nurofen Express works.

Halla Ragi, Nurofen Express Brand Manager, says, “With more and more people living life in the fast lane demand for accelerated and effective pain relief is growing. Nurofen Express takes pain relief to another level thanks to the unique formulation and new formats.

“We’re confident we’re giving consumers what they need with the relaunch and expect to see this reflected in sales growth before the end of the year and beyond.”

Nurofen Express is available in tablet, liquid capsule and caplet format, in a range of pack sizes, from RRP 2.99.