GSK in press and radio push for Zantac

Zantac 75, the GlaxoSmithKline-owned heartburn brand, is launching a press and radio campaign to drive awareness and differentiate it from competitor brands.

The campaign is targeting women over 45 and men between 25 and 45 with press ads in 25 magazine and newspaper titles including Sunday supplements, women’s weekly and monthly titles, food magazines and free newspapers.

Zantac 75 is also running a £150,000 weeklong sponsorship on TalkSport Radio targeting male sufferers in mid-October. The radio campaign will include competitions, daily giveaways of £1000 and sponsorship slots.

The ads show scenarios of people eating in a hurry and food with a fuse attached under the strapline “De-fuse your food”. There are four different executions and a seasonal creative is planned for a Christmas marketing push.

The ads also feature a new icon which shows a pack shot of Zantac between a knife and fork and the message “Zantac 75 – Power to stop heartburn and indigestion”.

The advertising campaign will be supported in stores with POS material featuring the same creative.

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