Fast absorption of Nurofen’s new painkiller features in its latest campaign

Nurofen has launched a new campaign to promote its new pain relief product Nurofen Quickzorb.

The campaign sees a swimmer quickly recover from a headache after taking the pain killers and get back to swimming laps.

The campaign was based off of the insight that when people experience pain they want fast relief, such as that the new Quickzorb product is offering.

Jake Landa, creative at Now Screen, said in a statement: “We’re really pleased the end product is so visually captivating. The goal was always to demonstrate the fast absorption of Nurofen Quickzorb in a way that stuck in the minds of viewers,” said Jake Landa, creative at Now Screen.

“A brilliant blue pool presented itself as the ideal setting. An environment where this woman is surrounded by water emphasises the fast absorption of Quickzorb and it creates a refreshing, revitalising atmosphere that really helps the ad come to life.”

Last year Reckitt Benckiser, which owns Nurofen, lost a lawsuit against GSK regarding an ad that stated “Nurofen is better than Paracetamol’. In 2017 it was fined $6 million last year for misleading consumers over different Nurofen pain relief products and in 2013 Reckitt Benckiser was ordered by the Therapeutic Goods Administration to remove ads which promoted target pain relief that was not actually possible.

The new campaign is rolling out on broadcast TV and digital.


Reckitt Benckiser
Marketing Director, RB Health Brands: Emma Howe
Category Manager, Nurofen: Laurent de Meyer
Brand Manager, Nurofen: Luis Guerra

Now Screen
Creative Director: Dana Holder
Writer: Jake Landa
Art Director: Charlotte Ducastel
Producer: Michael Hollis
Production Assistant: Kristine Ilievski
Client Service Director: Colin Murace
Animation: Now Screen
Sound design: Mark Gluhak


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