Following a trying year, Nurofen needed to recover brand sentiment - and we knew exactly how to go about this in a meticulously managed way.

Hosting an intimate breakfast to educate paid bloggers and media partners on the safety profile and history of ibuprofen, we re-positioned Nurofen as an innovator and busted common myths.

Need to take Nurofen with food? No. Ibuprofen intolerable on tummies? Not when taken as directed.

These were just some of the myths that got 'wow!' responses from the parenting, lifestyle, sports and wellness bloggers at the event, resulting in consumer-focused coverage across each vertical that positively positioned the brand.