GSK launches £2.5m campaign for Piriteze

GlaxoSmithKline (GSK) is launching a £2.4m brand campaign to support its Piriteze and Piriton range of allergy tablets and syrups.

A National TV advertising campaign promoting the “Piri Team” range of allergy products will break on 4 May and run until the end of June.

The campaign will be up-weighted across key weeks throughout the pollen season.

The campaign will feature an evolution of last year’s creative using the strapline: “Hit Hayfever Hard with Max Strength Piriteze”

GSK has also signed a deal with Channel 5 to sponsor its Pollen Count also from May through to July.

The brand will continue to also sponsor GMTV’s Pollen Count programmes from May through to July and the channel’s Allergy Week from 10 to 14 May.

The sponsorship of both channel’s pollen count programmes will extend online.

GSK has introduced new counter units to support sales in-store by increasing visibility of the brands and is offering pharmacists the opportunity to attend allergy workshops throughout the hayfever season to increase their understanding of hayfever and allergy.

The ads were created by Grey London and media planning and buying was handled by Mediacom.

GSK, which also owns brands including Beechams and Lucozade, is reviewing its media planning and buying accounts, estimated to be worth £100m.

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