Nurofen adopts sonic brand with song about pain management


Nurofen has published a non-pharmacological treatment to help people tolerate pain relief better.

“Tune out Pain” invites sufferers to visit Spotify rather than the drugstore and listen to a personalized track designed to distract the brain from sending pain signals.

Created in partnership with University College Dublin psychology researcher Dr Claire Howlin and music producer Anatole (aka Jonathan Baker), the soothing music harnesses instrumental and orchestral sounds to transport the listener to a happier place. .

All of Us combines strings, pianos, bells and vocal samples chosen from a survey of pain sufferers conducted by Howlin, which asked patients to rate their pain before and after hearing the sounds. The most beneficial effects were passed on to Anatole to create something more melodious.

Supervised by McCann London, the harmonious piece is accompanied by a custom cover designed by artist Nicholas Rougeux who transposed the audio into a visual language, representing each instrument by its color and mapped to each specific note.

Sezi Unluturk, Category Manager at Nurofen, said: “Nurofen is a pioneer in pain management and is committed to finding new solutions that go beyond the pill. “Tune Out Pain” was developed to help advance scientific knowledge on novel, holistic pain management techniques that can complement existing pain medication. “

Sanjiv Mistry and Jamie Mietz, Executive Creative Directors at McCann, add: “We are proud to collaborate with Nurofen on the creation of unconventional services like this – a music track scientifically designed to help relieve acute pain – all in the goal of helping her find new, interesting and effective ways to empower people in managing their pain.

“Tune Out Pain” has a precedent in the 2019 Swear Labs campaign, which saw the team scientifically assess the impact of profanity on short-term pain relief.

Brands have explored the power of sound to reach consumers after long prioritizing visuals, with a new science emerging of matching advertisements with the most appropriate sounds. Brands such as MasterCard, which pioneered “sonic brand architecture” to stand out and be heard, go even further.

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