Reckitt Benckiser (RB) is splashing out on a £2.5m two-pronged promotional campaign for its Strepsils brand.
Linked with The X-Factor, the campaign will focus on educating consumers of the benefits of Strepsils over sweets for effective sore throat relief.
Running on TV, online, social media and via point of sale, the campaign will offer consumers the chance to win tickets to The X-Factor Live Final.
Adverts will focus on the Honey and Lemon variant.
Following The X-Factor’s end in mid November, the campaign will then promote the combined benefits of Strepsils Extra Strength for severe sore throats.
Research shows that adults suffer from as many as five colds a year, and children as many as ten, with a sore throat often the first sign that a cold is developing, RB said.
Strepsils Honey and Lemon Lozenges are available in packs of 16 Lozenges with an rrp of £2.59.
Strepsils Extra Strength are available in boxes of 36 lozenges with an rrp of £4.59.