Actavis to launch new Cymex marketing initiative

Actavis is to conduct a high-profile marketing campaign for its cold sore treatment Cymex over the coming months.

The pharmacy supplier is to spend 85,000 pounds on the cross-media advertising initiative, which will run throughout the winter months of December 2010 and January 2011.

Actavis will continue the brand's sponsorship of the ITV2 reality show The Only Way is Essex throughout December, while single-page advertisements will also be appearing in various weekly and monthly magazines, reports Chemist and Druggist.

Angela Lloyd, over-the-counter marketing manager for Actavis, expressed confidence that this campaign will help to maintain Cymex's recent success.

"We are delighted that Cymex continues to be one of the fastest-growing cold sore brands on the market," she said.

The product is available in two variations – the triple-action formula-based Cymex Cream, which is also specified for use on dry and cracked lips, and the five-day Cymex Ultra treatment, which contains aciclovir five percent.