GSK is giving its Beechams portfolio a new look this winter and rolling out its ‘Boss it with Beechams’ marketing campaign for the season, backed by a £3.9m media spend.
The rebrand and targeted campaign will consist of reactive and time-targeted media and packaging designed to coincide with the rise in cold and flu cases.
Beechams Max Strength All In One, which contains three times more ingredients than paracetamol, will be one of the main skus to sport the brand’s updated pack design and will be central to the new adverts.
Emily Fox, brand marketing manager at GSK, commented: “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.
Fox added: ”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, out-of-home, social, radio and digital searches. The TV campaign is set to debut on 21 October.