Healthcare giant Warner Lambert is launching an over-the-counter anti-allergy medicine, called Benadryl, with a 2.5m TV campaign.
The brand is an antihistamine which does not induce drowsiness and combats ailments including hay fever, prickly heat and dust mite allergies.
It comes in tablet form and will rival Allen & Hanburys’ Piriton and Schering-Plough’s Clarityn products.
Until now, Benadryl has only been available in the UK on prescription. Warner Lambert also owns Semprex, a similar product, which is still only available on prescription.
The advertising, which has been devised by roster agency Bates Dorland and bought through MindShare, will break towards the end of April on TV and posters. It will focus on the medicine’s speed of action and the symptoms that it treats.
Warner Lambert is also spending 1.5m this year on a press and radio campaign to promote Calpol, the children’s analgesic.
The company announced last month that it is rebranding its UK confectionery business, which includes the Clorets, Mentho-Lyptus, Stimorol and Fruitella brands, as Adams (MW January 22).