Page 166 - CL Armchair Case

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.

Read the following and then comment on the above in

terms of the impact the Australian ruling may have on

Reckitt Benckiser’s global market.