Reckitt Benckiser to launch unified healthcare marketing campaign

Reckitt Benckiser is to conduct a major new marketing campaign that will involve a unified advertising push for three of its leading healthcare brands.

The company will be rolling out the Don't Lose a Day initiative next month, which will cover its Lemsip, Strepsils and Meltus brands and will encompass TV and radio advertising, digital media and point-of-sale materials.

In addition to traditional marketing efforts, the company will also be launching a "remedy advisor" service via Facebook, which will advise consumers on the right product to use depending on their illness.

This comes in response to the high prevalence of colds and influenza during winter 2010, with more than four million people having been affected in the UK.

It is estimated that almost 140 million pounds was spent on remedies in total during this period, leading Reckitt Benckiser to identify this as a major opportunity for the company.

Earlier this month, Chemist and Druggist reported that the firm is also set to launch a new marketing push to mark the introduction of its new Strepsils Sore Throat and Cough Lozenges offering.