Pharmaceutical giant Pfizer is launching a new £8m TV and outdoor advertising campaign to support the recent launch of its new Cold & Flu Max strength range under its Benylin brand.
The range, rolled out in September, comprises Max Strength Capsules retailing for £2.99 and Max Strength Non-Drowsy Sachets retailing for £3.99.
The TV campaign, created by MindShare, breaks next Monday (November 20) and will air across ITV, Channel 4 and Channel 5 until the end of January. The creative features a computer-animated anatomical model of the human body alongside the strapline “Nothing is more effective without prescription” and aims to raise consumer awareness about how the products work to fight cold and flu.
It will coincide with the launch of a national outdoor advertising campaign, developed by JWT.
The extension of Pfizer’s Benylin brand is part of a broader effort to drive loyalty among its customer base as the pharmaceutical company moves to extend its share of the cough category, which is worth an estimated £94m.