Medicated confectionery Halls is on TV screens with a new campaign, which aims to expand usage occasions for the brand. The 20-second ad shows a young man eating a Halls XS peppermint sweet and experiencing an intense cooling sensation.

The ad is part of a £1.1m marketing investment for Halls in the first quarter of 2014, which will also feature video on demand, out of home and digital activity.

Halls is currently worth £32m and holds a 34% market share.

Senior brand manager Sally Barton says: “In 2014, we’re looking to not only support the brand during the traditional cough cold season, but looking to unlock growth beyond this by delivering media that will stretch the brand beyond its established role within the medicated segment. Our TV campaign will remind customers of those occasions when the power of a deep breath is needed to tackle their everyday challenges at a key period in the year, so retailers should stock up in order to make the most of increased awareness.”