Page 15 - Articulate Files

Nurofen

Marketing,

This is a short case study

In Australia, Reckitt Benckiser markets

and supplies a range of consumer

health and household brands,
including Nurofen, Mortein, Clearasil,

Finish, Airwick and Gaviscon.

However, Australia became the first

country to move against Nurofen specific pain relief
products (which represented 5% of its Nurofen range in

Australia) when it found that the British firm had misled

consumers by marketing identical products for different

types of pain. Nurofen specific-pain relief products were
sold at almost double the price of Nurofen's standard

painkiller.

"Nurofen did not set out to mislead consumers." Presumably
it was an accident the packages were all printed with different

claims. It would appear that misleading advertising has been a

constant theme in the marketing of ibuprofen.