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
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
The main Lemsip brand spent nearly pounds 2 million last year, while its
biggest rival, Beechams, spent nearly pounds 3 million on its four
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
This article was first published on campaignlive.co.uk
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