A promotion for Nurofen Express painkillers is focusing on its quick-acting effects by offering a prize of a trip to New York where “everything happens twice as fast”.

Consumers are encouraged to enter a prize draw by texting the brand’s name to a shortcode, with the text-to-win services provided by mobile marketing specialist Mediaburst.

The campaign, created by communications agency Multiply, is the first to use the new unified shortcode system for UK and the Republic of Ireland for on-pack promotions.

Reckitt Benckiser Healthcare UK is supporting the nationwide campaign with magazine and in-store advertising.

The prize is a three-day trip to Manhattan, including flights, accommodation and two “speed-themed” activities per person, chosen from basketball tickets, a speed-boat ride and a helicopter tour of the city.