- Film production
- TVC
- Social media content
- Brand strategy
- Campaign concept
- Photo production
- Educational content
- Brand platform
- Packaging design
The challenge
Sweden’s much loved Ibuprofen brand, Ipren, wanted to return to the number one position in the category. The category is an aggressive one where brand loyalty is often set in the childhood home. Consumers generally have limited understanding of the active ingredients, so convincing them to switch brands is not an easy ask.
Approach
How could we provoke Swedes to question their attitudes to pain and how to relieve it? Being in pain is not a funny matter, but what if we could strike the right balance between being entertaining while educating consumers about pain?
Solution
Playing on the well-known phenomenon “Man Flu”, we developed a platform called “Pain Doesn’t Have To Be So Dramatic”. Poking light-hearted fun at the different man flu (or woman flu) symptoms, we attracted views and attention with the platform. It was a way Ipren could show a human side in what is usually a very dry clinical space. Humor was an existing brand attribute for Ipren, so we respected this humorous heritage, elevating the brand message.
Result
Ipren became the market leader with exceptional results:
#1 brand in adult pain
17.5% value sales growth
Leading to +3 pt market share. 148% ROI from the campaign’s TVCs. The highest ever for the brand. 1 in 5 of Ipren sales attributed to media and 7% of Ipren tablet sales driven by campaign communication. Ipren moved from third to first place as the most preferred painkiller brand In Sweden.
