With good marketing, we’re happy to pay more for the same product…
In 2015, Nurofen launched a new range of pills for specific pain: migraines, painful periods, back pain…
But there is a small problem: all of these pills contain exactly the same ingredient: ibuprofen lysine 342 mg
And these new pills are almost double the price of your standard ibuprofen!
Nurofen gets caught by regulators and withdraws these new pills.
Too bad you got caught, it was a marketing stroke of genius!
Think about it, ibuprofen has a problem, it treats too much pain… We like to associate a product with a specific function, it’s human nature and it avoids complications.
And the more expensive it is, the greater the perceived value.
When you pay more for your ibuprofen and know it’s right for your specific pain, you’re getting a placebo on top of the product’s actual benefits.
