How this Grand Effie winner fought generics and held its price premium

from On Strategy Showcase · host On Strategy Showcase

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.

Episode metadata supplied by the publisher feed · Published Mar 22, 2026

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How this Grand Effie winner fought generics and held its price premium

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