RB will be harnessing its position as market leader in the Cold and Flu category this winter by launching a new ‘Take Control’ platform that encourages consumers to selfcare when suffering from cold and flu symptoms.i The initiative will support Public Health England’s Stay Well This Winter campaign, which focuses on educating those experiencing cold symptoms that they can be treated without visiting their GP. Research has shown 1 in 4 people unnecessarily visit their GP or A&E as a first port of call when suffering from flu.ii
The platform will showcase three of RB’s ‘powerbrands’ Lemsip, Strepsils and Nurofen Cold and Flu in a campaign across multiple touch points including advertising posters in GP surgeries, digital banners on medical advice websites such as Web MD, as well as in-store displays.
RB Marketing Manager Kate Sweeney explains: “Given our leading position in cold and flu, we feel it’s important to use our brands’ equity to encourage consumers to self-care this winter. The range of formats we offer across Strepsils, Lemsip and Nurofen Cold & Flu provides a wealth of choice, helping consumers to take control of their symptoms.”
The products highlighted in the campaign will be a mixture of top sellers such as Lemsip Max Day & Night Cold & Flu Relief Capsules and Nurofen Cold & Flu Relief, and NPD: Lemsip Cough for Mucus Cough & Catarrh 180ml, Strepsils Menthol Flavour Lozenges 36s and Strepsils Throat Pain Relief Honey & Lemon Flavour Lozenges 24s.
*NEW* Lemsip Cough for Mucus Cough & Catarrh 180ml (MRRP*£7.99)
Following the successful launch of 180ml Lemsip Cough Liquids, the brand is introducing Lemsip Cough for Mucus Cough & Catarrh, the only sugar and colour free mucus formula in the market. Its formula combines guaifenesin and the antiseptic cetylpyridinium chloride to kill bacteria, providing maximum strength dual relief.
Lemsip Max Day & Night Cold & Flu Relief capsules 16s (MRRP* £4.99)
Lemsip Max Day & Night Cold & Flu Relief capsules contain a combination of paracetamol and phenylephrine hydrochloride as well as caffeine1. They offer 24 hours of relief with day capsules to help you get through your day and night capsules to help you get a restful sleep. The Day & Night segment is growing faster than any other Cold and Flu segment,iii with over half of remedies used at night time when symptoms are worse.iv
*NEW* Strepsils Menthol Flavour Lozenges 36s (MRRP* £4.49)
Strepsils Menthol offers a new proposition in the medicated segment, as there are currently no menthol named products in this area despite it being the second biggest penetration driving flavour. The launch means consumers will be able to more easily navigate the shelf and find their favorite flavour in medicated lozenges.
*NEW* Strepsils Throat Pain Relief Honey & Lemon 24s (MRRP* £4.59)
Strepsils is also strengthening its portfolio with a new Honey & Lemon SKU containing Hexylresorcinol. Strepsils Sore Throat Pain Relief Honey & Lemon is a lozenge that helps to relieve pain and fight the infection; its formulation contains hexylresorcinol which works as an antiseptic and local anaesthetic to alleviate pain associated with a sore throat. This launch will address the need for Honey & Lemon, Strepsils’ top selling flavour,v in a dual action formulation.
Nurofen Cold & Flu 200mg/30mg Pharmacy Only Tablets (MRRP* £5.99)
The Nurofen Cold & Flu range includes a pharmacy only product, a maximum strength formulation which contains the decongestant pseudoephedrine and ibuprofen to relieve pain. The dual action formula provides cold & flu relief, helping to clear congestion and alleviate cold and flu pain.
In addition to the Take Control communications platform, Lemsip and Strepsils will be running ATL campaigns to support Lemsip Max Day & Night, Lemsip Cough and Strepsils Honey and Lemon NPD across TV, radio and social media with a total investment of £4.5 million. Lemsip Max Day & Night will center on 24 hour relief, whereas Lemsip Cough will focus on effective dual relief. The Strepsils’ creative will deliver the message ‘Helps put your sore throat to sleep so you can go too’.
1 Day capsules only. Night time capsules do not contain caffeine.
i Nielsen ScanTrack Total Coverage MAT TY, Cold and Flu Remedies, Value % Share |w/e 16.09.17
ii www.treatyourselfbetter.co.uk/ Accessed: 09/10/17
iii Nielsen ScanTack, Total Coverage 16/17 Season, Branded Day and Night Value Sales | w/e 16.09.17
iv Clear | Cold and Flu Journey Segmentation and Diary Report, Jan 2013
v Nielsen ScanTrack Total Coverage, Strepsils Unit Sales | w/e 20.05.17
Lemsip Max Day & Night Cold & Flu relief capsules. Contains Paracetamol. Nurofen Cold & Flu. Contains Ibuprofen. Strepsils Sore Throat Pain Relief Honey & Lemon 2.4mg Flavour. Contains Hexylresorcinol.
Strepsils Menthol 1.2mg/0.6mg Lozenges. Contains Dichlorobenzyl alcohol, and Amylmetacresol. Lemsip Cough for Mucus Cough & Catarrh 100mg/2.5mg/5ml Oral Solution. Contains Guaifenesin. Always read the label.