Lemsip mulls comeback for ‘Hug in a Mug’ catchphrase

Lemsip is mulling the return of its original advertising strapline ‘Hug in a Mug’.


The Hug in a Mug strapline was used when Lemsip first launched in the early Seventies as a hot lemon flavoured drink containing paracetamol. Brand owner Reckitt Benckiser trademarked the line for use in advertising earlier this month.

Lemsip has recently launched a number of marketing initiatives to push sales of its range, including a partnership with online film rental service LoveFilm to offer a free film courtesy of Lemsip to “lighten the burden of a cold or flu”.

Reckitt Benckiser has launched a number of tablet-form products and flavour variations under the Lemsip brand and currently uses the brand strapline ‘All you need is Lemsip’.

Reckitt Benckiser has also launched a £10m campaign cross-promoting Lemsip with its other cold remedy brands Strepsils and Meltus under the banner ‘Don’t Lose a Day’.

A number of brands have revived historical slogans and ads in recent years, marking a trend towards nostalgia marketing as consumers look to familiar branding during the economic downturn.

Tetley Tea has brought back its Tetley Tea Folk and Mars revived its Milky Way red car and blue car race ads.

A spokesman for the brand says there are “no immediate plans” to revive Hug in a Mug but did not rule it out, stating that “it is of course a part of Lemsip’s historical brand equity.”

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