Lemsip chooses ’back to work’ theme for TV

By EMMA HALL, campaignlive.co.uk, Friday, 14 November 1997 12:00AM

BDDP GGT is giving the Lemsip brand a new image with a pounds 3 million winter television campaign to promote its Max Strength version.

BDDP GGT is giving the Lemsip brand a new image with a pounds 3

million winter television campaign to promote its Max Strength

version.



The 30-second commercial is set in an impressive office, where a boss is

seen trimming his bonsai tree and quizzing one of his employees about

the number of sick days he has taken recently.



Between the office scenes, the worker is shown at home in flashback,

curled up with a blanket and a headache. The boss wants to know how he

managed to do important work and get to grips with difficult issues when

he was supposed to have the flu.



The hapless employee reveals that the secret to his rapid recovery was

Lemsip Max Strength.



He pulls a pack out of his pocket and places it on the boss’s desk with

a knowing tap and the words, ’Next time you’re ill, you try it.’



A new endline, ’hard-working medicine’, promotes Lemsip as the brand

that can get you back to work. This is in contrast to traditional ads

for flu remedies, which concentrate on soothing and comforting images

rather than the practical applications of the medicine.



Kate Price, the brand manager for Lemsip at Reckitt & Colman, said:

’This is a key campaign to move Max Strength on from the image of people

curling up on a sofa to returning to the workplace, emphasising both its

relevance and efficacy.’



The ad was directed by Paul Gay through Outsider, written by Jon Leney

and art directed by Richard Donovan. Media buying is through TMD

Carat.



The main Lemsip brand spent nearly pounds 2 million last year, while its

biggest rival, Beechams, spent nearly pounds 3 million on its four

variants.



Last year’s Lemsip campaign by BST-BDDP also moved away from the

traditional image and focused on the effectiveness of Lemsip Power Plus,

making analogies with racing cars and using the strapline, ’no stronger

remedy for cold and flu symptoms has ever been available without

prescription’.



This article was first published on campaignlive.co.uk

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