On Strategy Showcase

Author: Fergus OCarroll

Where marketers tell the stories behind the strategies that led to amazing campaigns.
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Language: en-us

Genres: Business, Management, Marketing

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How this Grand Effie winner fought generics and held its price premium
Sunday, 22 March, 2026

In a category dominated by generics (60%) and fixated on ever-faster pain relief, Nurofen escaped the category's tropes with a message that connected with women in a deeper, more meaningful way. I'm joined by McCann London's CEO, Mel Arrow and Strategy Partner, Jocelyn Major.