The Strepsils brand is to be supported with a £1m advertising campaign to grow sales over the summer.

The media campaign, running now until September, seeks to drive awareness of non-cold and flu sore throat triggers such as hayfever and air conditioning.

According to Reckitt Benckiser, 44% of all sore throat conditions in the UK are not cold and flu or winter related. However, there is low awareness of symptom relief for non cold and flu throat conditions, and treatment is low with only 25% of sore throat remedy sales occurring out of season.