Reckitt Benckiser is calling for ‘Express Lanes’ for pedestrians on city high streets. In a clever trick on the usual marketing campaign, the company is promoting Nurofen Express by asking retailers to back its campaign to make shopping more pain-free. A study by the company found ‘pavement rage’ was so rife that more than two thirds of 2,185 respondents would welcome an express lane.

“People currently avoid shopping at peak times because they can’t move at a quick-enough pace,” said marketing manager Katherine Scott.