Reckitt Benckiser to launch extensive new Strepsils campaign

Reckitt Benckiser is launching a major new advertising campaign for its Strepsils brand to coincide with the introduction of a new product.

A 4.5 million pound marketing push was commenced earlier this month to raise awareness of the introduction of Strepsils Sore Throat and Cough Lozenges, which utilise two antiseptics plus levomenthol, reports Chemist and Druggist.

Reckitt Benckiser has introduced this product based on research showing that a majority of UK adults suffering sore throats and coughs dislike using liquid cough medicines outside the home.

The new promotional campaign includes television and radio advertising, as well as outdoor posters and point-of-sale materials.

Refik Oner, category marketing director at Reckitt Benckiser UK, said: "We are really excited about the new Strepsils Sore Throat and Cough product which we are confident will be highly incremental for the category."

In July 2011, the company reported its financial results for the first half of 2011, during which it experienced a 15 percent year-on-year increase in sales.