Ipren – Taking the #3 painkiller in Sweden to #1 in under two years

Challenge

Return Sweden’s iconic and much loved Ibuprofen brand, Ipren, to the number one position by convincing users of leading competitor Alvedon to switch.

  • Disrupting an aggressive category where brand loyalty is set in the childhood home
  • Overcoming a low understanding and awareness of active ingredients
  • Addressing an overly cautious and negligent approach to treating pain effectively
  • Solution

    Man Flu

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    Our new platform "Pain Doesn't Have To Be So Dramatic" allowed us to demonstrate to consumers that Ipren not only understands what causes pain and how to treat it, but also how it feels to be in pain.


    Content was produced across digital, social and mass channels that balanced entertainment and education to provoke Swedes to question their attitudes to pain and how to treat it. This allowed us to communicate our claims in a natural and relevant way helping convince consumers to switch to Ipren®.

    Results

    Influensa och Förkylning

    Ipren is now the market leader with exceptional results:

    #1

    Brand

    In Adult Pain, ahead of Alvedon

    +17.5%

    Value sales growth in 2016

    Leading to +3pt market share

    148%

    ROI from our TVCs

    The highest ever for the brand

    1 in 5

    of Iprensa sales attributed to media...

    ... and 7% of Ipren tablet sales driven by communication