- GSK is launching the ‘Boss it with Beechams’ marketing campaign, backed by a £3.9m media spend
- The new packaging will drive visibility on shelf to support the product being front of mind from the TV campaign
- The campaign will include reactive and time-targeted media in line with seasonality, triggered by spikes in weather conditions, in order to be reactive when it really matters
- Beechams Max Strength All In One contains 3x more ingredients than paracetamol alone*
GSK is revitalising Beechams and Brits alike this winter with the brand new ‘Boss it with Beechams’ marketing campaign and bold new look, backed by a £3.9m media spend. With 54% of respondents to a recent survey admitting to only buying cold and flu remedies as a distress purchase when they immediately need it[1], Beechams is changing the game by being responsive when it matters. The striking campaign will include reactive and time-targeted media in line with seasonality, triggered by spikes in weather conditions.
In a competitive and growing category, Beechams has been standing strong since 1926. The brand is now inspiring shoppers nationwide to do the same with the help of Beechams Max Strength All In One, which contains 3x more ingredients than paracetamol alone* and directly targets the symptoms.
Coughs and colds are among the most common ailments[2] treatable through self-medication, making brands like Beechams a must-stock for retailers. The new TV campaign demonstrates how people can defy their colds with Beechams by their side, tapping into the British attitude of ‘keep going’: responsibilities don’t stop for a cold, and neither will Brits with the support of Beechams. The wider campaign emphasises the products strength, targeting ‘on the go’ customers with busy lives, while also featuring bespoke city media takeovers in Leeds, Manchester and Birmingham to provide a strong baseline presence nationwide.
Emily Fox, Brand Marketing Manager at GSK, adds: “The new campaign will drive awareness by keeping the brand front-of-mind during the cold & flu season, appealing to the target audience of younger, new shoppers and lapsed Beechams shoppers. The new packaging will also drive visibility on shelf, supporting the brand’s TV, social and outdoor presence. Retailers can tap into the increased consumer engagement and drive sales by promoting Beechams close to payment points, ensuring shelves are fully-stocked, especially in peak season and using clip strips. GSK has also supported retailers by distributing thousands of interchangeable seasonable units, that allows them to capture the attention of shoppers away from the healthcare fixtures, without taking up additional shelf space.”
The‘Boss it with Beechams’ marketing campaign will be live until February 2020, and it will be supported by TV, OOH,social, radio and digital searches. The TV campaign is set to air on 21st October, but please note that it may go live sooner given the use of reactive media in line with seasonality.
* In addition to Paracetamol, Beechams contains Guaifenesin and Phenylephrine Hydrochloride
[2] PAGB Self Care Report 2017
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